Iron Man movie star Robert Downey Junior is fronting HTC's "most powerful" marketing campaign to date - titled 'Change'.
The activity is part of a long-term strategy for the smartphone vendor that will celebrate "HTC's disruptive impact" on the mobile industry during its 17-year history. It's also HTC's largest ever investment in marketing.
A few teaser videos have appeared on YouTube but the campaign will roll out fully on August 15th, with a longer ad creative going live on the video site. This will be followed by a series of cinema and TV executions.
Downey Jr has signed a two-year deal with HTC and has been working closely with HTC's global agency 171 Worldwide to shape the creative direction.
The campaign will have three phases: highlighting HTC's brand with a playful take on what it means to different people, highlighting HTC's services like BlinkFeed and finally HTC's products.
There will be cinema, online and digital media activity, including outdoor events in key markets like the US, UK and Taiwan. A word randomiser app hosted on HTC.com will also be promoted via social media, allowing users to interpret the most outlandish possible representations of what HTC stands for.
For example, in Downey's video below, he comes up with the phrase 'Humongous Tinfoil Catamaran' before the video displays the text 'Here's To Change'. 'Happy Telephone Company' also features in other videos.
Ben Ho, CMO of HTC, commented: “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.”
Check out Downey Jr in this HTC video short: