HTC Kicks Off New 'Here's To Change' Ad Campaign

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Jon Russell

Jon Russell was Asia Editor for The Next Web from 2011 to 2014. Originally from the UK, he lives in Bangkok, Thailand. You can find him on T (show all) Jon Russell was Asia Editor for The Next Web from 2011 to 2014. Originally from the UK, he lives in Bangkok, Thailand. You can find him on Twitter, Angel List, LinkedIn.

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?