HTC picks Downey Jr to front new brand campaign

Smartphone maker HTC has announced a major advertising campaign, fronted by actor Robert Downey Jr. Called the Change brand campaign, it will launch on 15 August across a range of media channels, including online, social media, PR and above-the-line outlets. The campaign's message is that HTC inspires innovation by standing for "anything you want it to". 

The ads will feature a range of possible HTC acronyms, including 'Humongous Tinfoil Catamaran' and 'Hipster Troll Carwash', to try and get consumers talking about HTC's creativity. An associated app will allow users to randomly associate words to come up with new acronyms, and the ads will be supported by a series of social engagement and experiential activities in key markets, such as the UK, US and Taiwan. In subsequent phases, the campaign will highlight HTC innovations such as BlinkFeed, Video Highlights and BoomSound and focus on how HTC products empower individuals to drive change in their own lives. 

The ads were shot on location in Miami and directed by Hungry Man's Bryan Buckley. They were developed with HTC's global ad agency 171 Worldwide (WPP). Downey Jr has agreed to a two-year contract with HTC.