HTC has officially announced that Robert Downey Jr. has been signed on a two year contract to work as face of HTC in their #HTChange campaign. He will start out with ads that will debut on YouTube and cinemas asking people what HTC stands for. Later in the campaign, products and features will be introduced.
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.