HTC Unveils New Brand Campaign Starring Robert Downey Jr.

171 Worldwide Shows What Happens When a Psychic Enters a Boardroom

Published on

Editor's Pick

Earlier this week, ailing phone manufacturer HTC teased us with some Robert Downey Jr. in a teaser to promote its upcoming campaign, created via 171 Worldwide, a WPP unit.

Now, it unveils the full ad borne out of the actor's two-year endorsement deal (reportedly worth $12 million) with the company. Downey Jr. drops into the company's exec boardroom to start shaking things up a with "subversive thinking." In this case, that means spouting off ideas for what the letters HTC can stand for, such as "Humongous Tinfoil Catamaran," "Hipster Troll Car Wash," and "Hot Tea Cannonball"--all of which go into production, resulting in some ridiculous scenarios through which Downey Jr. maintains his uber-cool. (FYI: the official words behind the initials are High Tech Computer, which today feels appropriate only when describing something like a vintage Commodore 64).

The spot promotes the idea that HTC can be anything you want it to be, and ends with the forward-looking tag "Here's to Change." It's also testament to the fact that Downey Jr. is really good at getting paid big bucks to essentially play Tony Stark, over and over again. The actor is no stranger to celebrity endorsements. Activision flew him in on a jet, Iron Man-style, to launch Call of Duty Black Ops II last fall.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Aug 14, 2013
171 Worldwide
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age