HTC ‘Change’ campaign launches with bizarre Robert Downey Jr commercial
Change has arrived! HTC has thrust Robert Downey Jr right in the middle of its $1 billion marketing campaign with a two minute commercial which has just been posted to the company’s YouTube channel. The commercial is a montage of different sequences which highlight a “Hipster Troll Carwash,” “Hot Tea Catapult,” “Humongous Tinfoil Catamaran,” “Hold This Cat” and “Happy Telephone Company.” Together, the clips don’t make much sense, but we have a feeling that each sequence will expanded into different commercials which will be a lot more entertaining on their own.
While we’re not quite sure what to make of Robert Downey Jr’s “subversive thinking,” the response on HTC’s YouTube channel seems overwhelmingly positive. While most media outlets (including us) seem to agree that HTC’s new campaign has started off on the wrong foot, we forget that there’s really no such thing as bad publicity. The whole point of the first phase of the “Change” campaign is to get people talking about HTC and what the name means to them. HTC simply want to build brand recognition before they start highlighting the amazing features which set their phones apart from the competition.