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HTC hires Hollywood star Downey Jnr to help ‘Change’ firm’s identity

Michael Garwood
August 12, 2013

Star signs two year agreement to head-up firms more playful ‘Change’ marketing campaign

HTC€Ž has today begun a major marketing campaign to help create a more “playful” identity

The Taiwanese firm has partnered up with Iron Man star Robert Downey Jnr to head up the new ‘Change’ campaign, which airs on YouTube from August 15.

Ads, which are part of HTC’s $1 billion marketing spend for 2013, will include Downey Jnr offering a number of unique interpretations  of the HTC acronym.

HTC said the $1 billion marketing budget for 2013 is the same as in 2012, but a greater percentage of that resource will be allocated to its more major markets such as the UK, Germany, US and China.

The first ad will see Downey Jnr head-up a board meeting, before opening a briefcase and saying ‘Humongous Tinfoil Catamaran’.

The ad’s will end with HTC new slogan, ‘Here’s to Change’, replacing its previous ‘Quietly Brilliant.’

Others will include the inclusion of hairy green trolls washing cars. (see image below)

Troll Carwash 1

HTC insist the inclusion of Downey Jnr is not a “normal endorsement”, with the actor having had “significant” input in the creation of the ads.

The ads, which will then roll out across a number of digital media’s, including online, cinema and TV and social media, will be the firms most “powerful” to date”, according to HTC CMO Ben Ho.

HTC said the campaign will roll out in three phases with the initial advertising campaign highlighting HTC’s brand with a “playful” take on what it means to different people.

The second phase will feature examples of the HTC services, such as BlinkFeed, Video Highlights and BoomSound.

The third phase will will then focus on how HTC products “empower individuals” and “drive change in their own live.”

HO said the Change campaign will be the “most powerful” yet in HTC’s 17 year history, and will be part of a long term strategy celebrates its “disruptive impact” on the mobile industry.

Ho said “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.

“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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