Today, HTC unveiled their new “Change brand platform”, a long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history.
Robert Downey Jr., who plays gadget superhero Tony Stark, has signed a two year contract to not only star in but also ‘shape the creative direction’ of the campaign, following such high profile celebrity creative directorial successes as Alicia Keys at Blackberry and Intel’s Will.i.am collaboration.
A teaser is above and the campaign, which will begin”putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym”. The full videos will start rolling out August 15th.
Extending the interpretation to consumers, a word randomizer app hosted on HTC.com allows people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ad campaign, including “Here’s To Change”.The brand platform will roll out in three phases with the initial advertising campaign highlighting HTC’s brand with a playful take on what it means to different people. The second phase will feature executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. Ad spots in the third phase will focus on how HTC products empower individuals to drive change in their own lives.
Is there any chance in the world that Tony Stark runs anything but stock Android? No, there is not.
Press release follows: