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Video: HTC releases first ad in $1 billion Robert Downey Jr. blitz

Published Aug 14th, 2013 9:20AM EDT
HTC Robert Downey Jr Ad

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Can Iron Man save HTC? We’re about to find out. Robert Downey Jr. is the star of HTC’s new $1 billion marketing campaign as the company looks to make HTC a household name just like Apple or Samsung. The company recently teased its first commercial starring Downey Jr., and now the full two-minute spot has been released. The bizarre ad lists a number of random phrases the letters “HTC” might stand for, building on the theme uttered early on by one of the commercial’s costars: “HTC: It’s anything you want it to be.” From a branding perspective, it’s actually a nice play from HTC and its ad firm that could go a long way to beat those three important letters — HTC — into viewers’ brains. The full ad can be viewed below.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.