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Video: Robert Downey Jr. Officially Arrives at HTC, Promotes Subversive Thinking

Screen Shot 2013-08-12 at 10.13.08 AM

We have heard the rumors, but today HTC has officially announced that actor Robert Downey Jr. is going to be spearheading a marketing campaign for them. In his first YouTube video for the company, RDJ arrives at HTC HQ looking to change things up, suggesting that they should look into Humongous Tinfoil Catamarans.

All jokes aside, HTC is really hoping that RDJ with his new two-year advertising deal can bring some new marketing efforts to the company after being overshadowed by Samsung last year. According to HTC, this is only a part of the first phase of their advertising, which shows what HTC means to different people. Phase two will highlight HTC’s buzzwords like BoomSound and BlinkFeed. Finally, the third will show how HTC products “empower individuals to drive change in their own lives.” That all sounds well and good, but I just want to see RDJ in some longer commercials.

Do you think getting Tony Stark on board will help HTC in their marketing?

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HTC CHALLENGES STATUS QUO WITH NEW GLOBAL BRAND PLATFORM

‘Change’ marks bold new move by HTC in new brand position

Taipei, Taiwan – August 12, 2013 – HTC, a global leader in mobile innovation and design, today unveiled its most powerful marketing campaign to date. The Change brand platform is a long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history. Ushering in an innovative new approach that will transform the industry, the campaign will reach consumers through a broad spectrum of traditional and digital media outlets.

To mark the launch of the global platform, a new above-the-line campaign will be rolled out from August 2013. Featuring acclaimed actor and director, Robert Downey Jr., the first ad creative will screen on YouTube on 15th August, to be immediately followed by a series of cinema and TV executions.

Ben Ho, CMO of HTC comments, “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. 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.”

The face behind the Change

Recognized as one of the most popular faces on the big screen, Robert Downey Jr. has signed a two-year deal with HTC. In addition to starring in the ad, he has injected his own style, working closely with HTC’s global agency 171 Worldwide (WWP Group) to shape its creative direction, putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym.

Celebrating the change-makers

The brand platform 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 executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. The following ad spots will then focus on how HTC products empower individuals to drive change in their own lives.

Changing the media mix

Aligning with the preferences of HTC’s target audience, the ATL campaign will be heavily weighted to cinema, online and digital media. Experiential events in key markets, like the UK, US and Taiwan, will also bring the brand message to life for consumers, who will be able to experience the various creative interpretations of HTC for themselves. Extending the interpretation to consumers, a word randomizer app hosted on HTC.com and promoted via a range of social channels including Facebook, Google+ and Twitter, has also been developed to allow people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ATL campaign.

  • minnietbailey

    @Loise, you make $27h thats great going girl good for you! My story is that I quit working at shoprite to work online, seriously I couldn’t be happier I work when I want and where I want. And with a little effort I easily bring in $35h and sometimes even as much as $85h…heres a good example of what i’m doing, http://www.Pro67.com

  • sk3litor

    Never under estimate the ” follow the leader” mentality of the american public. Ive always said put a phone in the hands of a celeb and people will buy it

  • Justtyn Hutcheson

    So, will this marketing campaign be everything your marketing campaign isn’t?

  • Marty Lange

    That, was one of the best commercials I’ve ever seen. Still not as good as the cat that sneezes and looses all it’s fur though.

  • ReturnOfTheMack

    I see Tony Stark is in character at Robert Downey Jr. again.

    • Edward Smith

      It’s funny that people forget that RDJ’s is not Tony Stark.

  • Jason Brown

    would be funny to see a tmz headline “robert downey jr photographed using his iphone” or any other phone besides one made by htc.

  • http://Twitter.com/ContestsAccount bigrob60

    That was it?

    I know, I know: That’s what she said.

  • Ryan Laursen
    • Ryan Laursen

      Why did I get a down vote for finding 2 HTC/RDJ teaser videos?

      • ReturnOfTheMack

        Because people are retarded.

  • Tony Stark

    Yeah… I can fly

  • Kevoskee

    Breaking Bad was great last night :-). Not related

    • Ron_Swanson

      Hank vs. Walt. It’s on like Donkey Kong!

      • El_Big_CHRIS

        That scene in the garage. We witnessed the transformation of 2 characters played by 2 great actors. Amazing.

        • Ron_Swanson

          “tread lightly”

    • Stephen Vanderwarker

      God damn it. I come here to read Android news and get a spoiler. I don’t have cable :'(

      • Kevoskee

        You can buy the latest episodes on Amazon or look at various sites for free if you search on Google if you don’t have cable. That is if you are caught up with all seasons.

  • http://thebeeobee.com/ thebeeobee

    1 star.

  • Milind Shah

    A great move. Everybody loves RDJ, RDJ advertises for HTC, Everyone will thus like HTC.

  • Aardvark99

    Johnny Carson references?! So hip and fresh!

    • Ryan Laursen

      I was about to say “The great Carnac”,

  • EC8CH

    So HTC paid for Tony Stark’s actor but not his Goatee?

    • Weber

      They don’t have that kind of money

  • MichaelFranz

    i think this is a great move. RDJ, big movie name because of iron man and the tony stark tech appeal. Plus avengers was such a global hit to all age ranges and markets. its a decent move even if it is a desperation attempt. I applaud it

    • michael arazan

      I thought this was RDJ from Kiss Kiss Bang Bang

      • proparham

        yeah he is . he acts in both of these movies.

  • Godzilla

    Meanwhile at a BETTER OEM……………….

    • https://www.facebook.com/aaron.williams.125 Champion1229

      I think Motorola could totally pull off the batman theme if they wanted!

      • michael arazan

        They already have the Bat Wing as their Logo

        Apple can Have the Fruit of the Looms underwear guys as their Mascot

  • Godzilla

    NO

    • Edward Smith

      Yes

      • Edward Smith

        Maybe?