Not bad for a campaign investment: $1 billion dollars has just been thrown together by HTC to make their complain louder, more apparent, and boost sales of the One series of smartphones. Starring Robert Downey Jr. of Sherlock Holmes and Iron Man fame.
The campaign will be worldwide and will span anywhere from the next 24 to 36 months. Three phases will define that time period, where in the first phase, Downey Jr. and other actors will play in short 2-minute TV scenes figuring out what “HTC” stands for: “Humongous Tinfoil Catamaran,” “Hipster Troll Carwash,” “Hold This Cat” and more — in order “to invoke interest and talkability amongst consumers.” Superseding ads will then mention the mobile devices that HTC actually produces.
Promo video after the break.