Taiwanese phone manufacturer, HTC, has joined forces with the man behind the man behind Iron Man, Robert Downey Junior. No, that last sentence was not a typo, RDJ has inked a two-year long partnership with HTC, and as of now there’s no word of Tony Stark or Iron Man are part of this deal, but who are we kidding, we all know that Robert Downey is, for all intents and purposes, Iron Man.
Downey will be a brand ambassador for HTC, helping the company with their creative direction and bringing his unique personality to the table. Out of the gate HTC released a video where Downey plays around with the HTC acronym:
Consumers can join in on the fun by downloading a word randomizer app hosted on HTC.com that allows people to check out some of the most popular word creations made from the HTC name, including some of the earlier permutations of the acronym by the HTC team themselves.
The brand platform will roll out in three phases with the first 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 on its flagship HTC One—have changed the face of the mobile industry. Ad spots in the third phase will focus on how HTC products allow people to drive change in their own lives.
It’ll be interesting to see how HTC moves forward with this campaign as they struggle for dominance against Apple, and the biggest Android manufacturer, Samsung – who also have their flagship Galaxy S4 leading the smartphone competition.