HTC recruits Robert Downey Jr. for “The Change” marketing campaign

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:

Source: HTC

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Anton D. Nagy
Anton is the Editor-in-Chief of Pocketnow. As publication leader, he aims to bring Pocketnow even closer to you. His vision is mainly focused on, and oriented towards, the audience. Anton’s ambition, adopted by the entire team, is to transform Pocketnow into a reference media outlet.