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HTC Taps Robert Downey Jr.’s ‘Subversive Thinking’ for New Campaign

What does HTC stand for, anyway? “Hold This Cat,” perhaps?  Could it be “Hipster Troll Carwash?” Or maybe, “Humongous Tinfoil Catamaran.”

These are just a few of the possibilities suggested by HTC’s new spokesman, Robert Downey Jr., in the company’s just-launchedChange” campaign, the tagline for which is: “Here’s to Change.”

See what they did there?

New ads featuring Downey Jr., who has signed a two-year contract to be HTC’s “Instigator of Change,” will debut first on YouTube on August 15th and will also appear on television and in pre-movie spots. The first few ads will be mostly dedicated to playing out some of the far-fetched interpretations of the HTC acronym (yes, “Hold This Cat” will actually be a thing), while later spots will focus on HTC products like the One smartphone and software features like BlinkFeed, Video Highlights, and BoomSound.

The “change” comes roughly six months after HTC retired its “Quietly Brilliant” tagline, and is the company’s first attempt at refreshing its brand since doing so. HTC has invested a great deal in this rebranding, and says that the accompanying social media campaign is the largest it has ever crafted.

So can Robert Downey Jr. and his “subversive thinking” (which we see in the ad below) sell some smartphones? I guess we’ll have to c. Sorry, that’s just bad — I’ll leave the wordplay up to Mr. Stark from now on.

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