The company will air a series of ads displaying possible HTC acronyms

Aug 12, 2013 07:50 GMT  ·  By

Today, Taiwanese mobile phone maker HTC Corporation has officially unveiled the most ambitious campaign in its history, the Change brand platform, which includes ads featuring the tagline “Here’s To Change.”

HTC celebrates 17 years of innovation in the mobile industry, and has designed the new campaign under the idea that “HTC” stands for "anything you want it to."

The global Change platform debuts with a series of ads featuring Robert Downey Jr. (the first of them can be seen embedded below), and is set to hit various media outlets on August 15.

The new ads show Robert Downey Jr. as the instigator of change and are aimed at exploring imaginative HTC word associations.

The campaign is focused on showing HTC's role as a change maker by displaying a series of possible HTC acronyms, such as Humongous Tinfoil Catamaran and Hipster Troll Carwash.

In addition to these ads, HTC will also kick off various social engagement and experiential activities, all destined to bring the campaign to life.

"HTC's innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One,” Ben Ho, CMO of HTC, stated.

“Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for. With this campaign, we are affirming what HTC's role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies.”

The first video ad in the new campaign was shot in Miami and was directed by Hungry Man's Bryan Buckley. The ad features music composed by Beacon Street Studios in Los Angeles.

Additionally, HTC has announced that Robert Downey Jr. has signed a two-year deal with the company, and that he has also brought his own style to the ads, working closely with HTC's global agency 171 Worldwide (WPP Group) to shape it.

Following the release of said ads, HTC’s campaign will then focus on showing innovations such as BlinkFeed, Video Highlights, and BoomSound. Next, the company’s ads will focus on how HTC products empower individuals to change their lives. More info on the matter can be found on the vendor's website.