Robert Downey Jr. has been tapped to help change the direction of HTC. The “long-term strategy” will see the famed actor from Iron Man sign on for two-years where he’ll star and ‘help shape the creative direction.’
The ad campaign is estimated to be worth a $1 billion and kicks off with the tagline of “Here’s To Change.” Downey Jr. will lead a 3-stage rollout that will first highlight HTC’s brand with a take on what the letters HTC means (see video below), followed by ad spots that show how HTC has changed the face of the mobile industry. Finally capping off with ads about how “HTC products empower individuals to drive change in their own lives.”
You’ve probably seen a quick teaser hit the web, but HTC and Downey Jr. will officially unveil the first commercial on YouTube on August 15th (possibly the HTC One Max, too).
Ben Ho, CMO of HTC stated “HTC’s innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One. Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for.”