HTC announced today that Robert Downey Junior has signed a 2 year deal with the handset manufacturer as part of their ‘Change’ rebrand.
In a press release on the HTC website the company explained the decision behind their creative, obscure (and pretty funny) new ad campaign stating that it is “designed to demonstrate HTC’s role as a change maker the ad creative will feature a range of possible HTC acronyms including Humongous Tinfoil Catamaran and Hipster Troll Carwash. This will be supported by a series of social engagement and experiential activities that will bring the campaign to life.” Robert Downey Jr is best known for his starring role in the Iron Man and Avengers film franchise and based on the ads it looks like he’ll be bringing much of the irreverence that made the character a hit in the movies to the small screen with HTC.
The company hasn’t elaborated so far on what these ‘experiential activities’ might involve but it’s fair to say that HTC are looking to push some boundaries, and they’ll have to if they’re going to break the stranglehold Apple and Samsung currently have on the smartphone market and recover from a disappointing start to this year.
