HTC recruits Robert Downey Jr. to be part of its 'Change' campaignAlex Wagner - Editorial Director of News and Content
It looks like a phone/tablet hybrid isn't the only "big thing" that HTC's got coming. The company today announced a new ad campaign dubbed "Change" that features Iron Man star Robert Downey Jr. The first brief clip, dubbed "The Arrival," shows Downey Jr. walking into a boardroom and rattling off his first possible HTC acronym, "Humongous Tinfoil Catamaran."
HTC says that its signed Downey Jr. to a two-year deal for its "Change" campaign. The new campaign will be split into three sections, with the first focusing on HTC's brand, the second on HTC-specific features like BoomSound and BlinkFeed and the third showing how people use HTC products to change their lives. HTC says that the first series of ads in the "Change" campaign will roll out to various media outlets starting on Aug. 15.
HTC has been a part of the smartphone industry for quite a while, but it only recently started gaining name recognition with regular consumers. The company has spent the past year or so working on on building an image for itself, by doing things like launching its "One" brand of smartphones and getting its name in front of the public more, and this new "Change" ad campaign looks to be HTC's largest effort yet at making consumers better aware of it and its products. Whether or not it'll pay off remains to be seen, but having one of the most well-known movie stars around right now as part of "Change" certainly can't hurt.