HTC continues its rebranding after ditching its old slogan, “quietly brilliant”. Today, the Taiwanese phone-maker “unveiled its most powerful marketing campaign to date”, as the press release itself puts it.
HTC teamed up with actor Robert Downey Jr.; the two have signed a two-year contract and the performer is slated to make his appearance in ads “that will screen first on YouTube followed by a series of other executions including TV advertising”.
An interesting tidbit revealed by the official wording is that Robert Downey Jr. also helped the company’s marketing department by “offering a variety of unique interpretations of the HTC acronym”.
Here’s the first of the upcoming series, a complete two-minute spot that will air on August 15: