Finally, with help from WPP-owned 171 Partners, HTC is getting creative. For their new “Here’s to Change” global campaign to promote the HTC One smartphone, the brand has enlisted Robert Downey Jr. as both the star and purveyor of creative input. Engadget suggests that this is new CMO Ben Ho making good on his promise to make HTC’s voice louder.
So far, we’ve got RDJ as mysterious, self-important “Subversive Thinking,” a man with Terry Richardson glasses and a briefcase handcuffed to his wrist. He flies in a helicopter and enjoys high-fives. He wears a puce-colored tie. We meet him in HTC’s first teasers: “Big Things Ahead,” “Prelude to Change,” and “The Arrival.” The entire “Change” campaign should run 24 to 36 months, with the first 2-minute spot debuting Thursday. And with any luck, our main man will be quirkily cooing to that cat.