While HTC previously kept a low profile as far as device branding was concerned, the Taiwan-based handset manufacturer had recently shifted its branding philosophy, launching its first U.S. ad campaign.

Although HTC makes a majority of the most popular high-end handsets, the company previously kept its name off devices, letting carriers brand the handsets instead. Last year, HTC announced it would begin branding some of its handsets and would put its logo on the back of its devices, even those branded by carriers.

Now the company has launched a multimillion-dollar ad campaign, Set Your Fingers Free, which is running in print, outdoor, online and cable TV. In an homage to touchscreen-based handsets, the video ad features a disembodied hand, finger walking along the beach, kicking through autumn leaves, dancing through a disco and finally starting up a Touch handset and thumbing through screens.

The ad was designed by 180 High Tech Marketing, and according to a report in The Wall Street Journal, U.S. carriers are expected to run a new series of ads when HTC’s Touch Diamond is released later this year. HTC is also expected to launch the first Android-based handset, due later this year.