updated 07:04 am EDT, Wed August 14, 2013
HTC rolls the dice on $1 billion global campaign starring Robert Downey Jr.
HTC's first full ad with Robert Downey Jr. has leaked out with an anonymous tipster using a hidden camera to shoot the footage of the ad running during a private screening. The unusual ad puts forward HTC's "Change brand platform," that will also make its way into a range of digital, social, PR and other channels from August 15. The first ad focuses on word associations with the letters HTC as the company aims to raise brand awareness of the company and its devices among consumers in key markets.
"Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for," said Ben Ho, HTC Chief Marketing Officer. "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," he added.
The ad, which is expected to officially debut tomorrow, was shot on location in Miami and was directed by Hungry Man director Bryan Buckley. Robert Downey Jr. will star in the campaign, which could total as much as $1 billion, highlighting the extent of the forthcoming global marketing blitz. For his two-year involvement, Robert Downey Jr. reportedly signed on for $12 million in fees. After recording almost no profit last quarter, and expecting to record its first ever loss next quarter, HTC rolling the dice on the campaign in the hopes it will turn its fortunes around.