HTC desperately needs a big break, as even its critically-acclaimed HTC One smartphone hasn’t reversed its declining business, with the company predicting it will realize its first-ever quarterly loss (as a listed company) in the next quarter.
The Taiwanese firm is hedging its bets — and a reported $1 billion budget — on a new advertising campaign fronted by actor Robert Downey jr., the ‘Iron Man’ star who it snagged earlier this year in a deal worth a reported $12 million.
Today the company released its first advertising teaser, ahead of a “a broad range of digital, social, PR and above the line activity” that will feature Downey Jr. — who is on board for two years as both a ‘creative director’ and star of its ads — and the theme of change.
The company’s own website now includes an ‘HTC Generator’ that spits out random meanings of its acronym to get people talking — can you guess what Downey Jr.’s is?
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