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HTC hires Robert Downey Jr. to star in its new $1 billion campaign

HTC is launching a $1 billion campaign to re-position itself as the hip, cool one in the cell phone market, and its getting the world’s highest paid actor to help it.

Robert Downey Jr., the star of the blockbuster Iron Man films has signed a two-year contract with HTC to star in its new “Here’s To Change” campaign. In the first phase, the ads will focus on humorous suggestions for what HTC could stand for, including “Humongous Tinfoil Catamaran,” “Hipster Troll Carwash,” “Hold This Cat” and more. The theory behind this is HTC inspires innovation by standing for “anything you want it to.”

The subsequent phases will focus on the actual product features and finally on how individuals can bring change into their own lifestyles.

Its a big move for HTC CMO Ben Ho who only took over the post at the start of this year. he’s already spending as much on this single campaign as HTC’s entire sales and marketing budget last year.

“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,” said Ho. “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.”

You can expect plenty of digital presence for the campaign. It’s expected to hit multiple media platforms on August 15th, including  social media, TV, print, outdoor and in-store activities.

The Change ad creative was developed by HTC’s global agency 171 WorldWide ‘with the media’ campaign managed by Omnicom Group’s M2M Media and on-going PR activity provided by Nelson Bostock Group in EMEA and Waggener Edstrom in North America.

Here’s a teaser from the new Change spots:


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