Robert Downey Jr teams up with HTC
Robert Downey Jr teams up with HTC
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HTC has announced Robert Downey Jr as the face of its new Change campaign, signing a two year deal with the smart phone and tablet brand to work with the company on creative direction and feature in its adverts.
Mobile company HTC has won plaudits for its cutting-edge phones, but it’s always played the part of industry wallflower, even sporting the slogan ‘Quietly brilliant.’
HTC is now moving away from that image, instead choosing make a bang with an oddball ad campaign spearheaded by Iron Man himself, Robert Downey Jr.
A new two-minute commercial features Downey Jr. in a persona similar to the flashy, fast-thinking superhero Tony Stark.
He arrives at HTC’s headquarters in dramatic fashion – on a helicopter, naturally – and marches into a conference room full of executives.
‘Tuck in your tailpipes – subversive thinking has arrived,’ announces RDJ’s apparent right-hand man.
After a pause, he throws out his first brilliant idea.
‘Humongous Tinfoil Catamaran,’ Downey Jr. states matter-of-factly.
It’s the lead-up to the punchline, which sounds like a catchy design philosophy: ‘HTC – it’s anything you want it to be.’
Following scenes riff off the acronym joke, showing a Hipster Troll Carwash, a Hot Tea Catapult and a woman who asks Downey Jr. to ‘hold this cat!’
The real slogan appears to be ‘Here’s to change,’ which is a fitting mantra for the embattled phone company.
The Taiwanese company has been on a declining revenue slide and has warned investors to expect losses in the third quarter of 2013.
HTC’s main competitors, Apple and Samsung, have had their own eye-catching ad campaigns but haven’t gunned for a spokesman – and certainly not one with the star power of Downey Jr.
RDJ signed on to the $1 billion-dollar ad campaign with a two-year contract.
Ben Ho, CMO of HTC commented ‘With this campaign, we are affirming what HTC’s role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies’.
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