It’s no secret that HTC does not have the marketing budget of a company like Apple or Samsung, but according to a report, it has inked a deal that will greatly increase its commercial marketing presence. HTC is prepping a substantial two-year marketing campaign with Iron Man star Robert Downey Jr, according to two sources speaking with Bloomberg.  The deal is reportedly worth $12 million and will include television spots, as well as print and billboard advertisements. Downey will have a say in all decisions and maintain a level of creative control.

The campaign will feature Downey as himself, not any of the characters he has portrayed in films.

Downey will feature in the campaign as himself, not the characters he plays in movies including Iron Man and Sherlock Holmes, and will have final say over creative elements, the people said, declining to be named because the talks aren’t public. The maker of the slim, metal HTC One handset will likely feature Downey in television, print and billboard ads, they said.

Samsung U28E590D 28-Inch 4K Monitor

In 2012, HTC spent an estimated $1 billion in marketing, which can’t compare to the $10 billion Samsung spent. The company is looking to be “bolder” with its marketing and doesn’t want to “hide” its brand any longer.

HTC wouldn’t comment on the rumor, of course, saying that it has “nothing to announce today on a new marketing campaign.”

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