With smartphones now globally outselling standard handsets for the first time, the $12m, two-year deal for Downey's services seems like small change in the battle against Samsung and Apple.
According to the HTC press release:
With Robert Downey Jr. as the instigator of change, the creative ads explore imaginative HTC word associations to invoke interest and talkability amongst consumers. The narrative follows the well-known actor and director as he kicks-off the realm of change made possible by HTC. Designed to demonstrate HTC’s role as a change maker the ad creative will feature a range of possible HTC acronyms including Humongous Tinfoil Catamaran and Hipster Troll Carwash. This will be supported by a series of social engagement and experiential activities that will bring the campaign to life.
“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," said Ben Ho, CMO.
"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."