November 24, 2014

HTC unveils new 'Change' brand platform with Robert Downey Jr.

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HTC announced on Monday that the “Change” brand platform is underway and things are already underway with the the first commercials. As you would expect, the first ad features Robert Downey Jr. in a clip that has a bit of fun with HTC acronym. You’ll see in the video below that things are not necessarily all that serious. Starting out on YouTube, the clips will ultimately end up on TV and in other media.

In addition to starring in the ad, Robert Downey Jr. worked closely with HTC to shape the creative direction, putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym.

The Change brand platform will roll out in three phases:

  1. Highlighting HTC’s brand with a playful take on what it means to different people.
  2. Feature executions which highlight how HTC innovations have changed the face of the mobile industry.
  3. Focus on how HTC products empower individuals to drive change in their own lives.