When HTC chief Peter Chou admitted that that inadequate marketing had led to HTC's disappointing smartphone sales, he vowed to inject some more money into the promotion of his company's products. Unfortunately, money isn't everything. With the HTC One due to go on sale in the US in the next week, the company has commissioned a new ad campaign featuring a painfully self-aware James Van Der Beek (of Dawson's Creek fame) in a parody of US reality TV show The Bachelor.