Highly Terrible Campaign? HTC hires Robert Downey Jr as ‘the instigator of change’

Highly Terrible Campaign? HTC hires Robert Downey Jr as ‘the instigator of change’The days of HTC being Quietly Brilliant are well and truly over, and it looks like we’re finally getting our first proper taste of Benjamin Ho’s Marketing 2.0.

The Taiwanese manufacturer has issued a colossal press release detailing its latest marketing push, with Robert Downey Jr at the helm: Here’s To Change. Sigh.

In a two-year deal, Downey Jr has been given creative input – and presumably a nice big wad of cash. Indeed, the Here’s To Change campaign is thought to have a budget of around $1 billion.

The first phase will see celebrity actor types proposing hilarious variations of the HTC acronym (technically an acronym should form a word, but whatever), including “Humongous Tinfoil Catamaran” and “Hipster Troll Carwash”. My effort appears in the headline above.

We’ll then hear about great HTC features such as Zoe and BlinkFeed, while the third phase will – get this – “focus on how HTC products empower individuals to drive change in their own lives.”

Benji says: “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." HTC, of course, being the first manufacturer to release an all-touch phone, a tablet, a phablet... Oh, wait.

Gawd, I hate marketing – so very much. However, if Here's To Change sounds like the Funniest Thing Ever to you, you might fancy this HTC acronym generator.

Can Downey and co help reverse HTC's ailing fortunes? Uhm, Here's To Chance.

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13 comments

Stelph  Aug. 12, 2013 at 12:27

Heres to some Humdrum, Tedious Commercials

JanSt / MOD  Aug. 12, 2013 at 13:13

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?

glancy  Aug. 12, 2013 at 14:52

So in his new films what happens when he is holding an iphone or an LG Flippy screen thing - like in iron man....

JanSt / MOD  Aug. 12, 2013 at 15:01

So in his new films what happens when he is holding an iphone or an LG Flippy screen thing - like in iron man.... He'll say, "damn this, where's my HTC?" EVERY TIME.

MMOB  Aug. 12, 2013 at 17:42

uh yeah hi Jan St / MOD Downey got $50 million for Avengers, and probably a very high salary also for Iron Man 3, being as it became the 5th most grossing film of all time. So I don't think he did this campaign as 'any buck rolling his way'. Just saying.

JanSt / MOD  Aug. 12, 2013 at 20:42

uh yeah hi Jan St / MOD Downey got $50 million for Avengers, and probably a very high salary also for Iron Man 3, being as it became the 5th most grossing film of all time. So I don't think he did this campaign as 'any buck rolling his way'. Just saying.

Watch the extras on the first Sherlock DVD... he's quite blunt, and pretty much says he'd star in the yellow pages ;)
C'mon - the guy's very intelligent. I doubt he thinks of Iron Man as something to celebrate.

MMOB  Aug. 12, 2013 at 23:27

I have done, and I doubt he truly means it's all about the money either. At that point, for the first Sherlock Holmes he earning $9mil, I think by now he's got plenty more of that on his way. Since becoming Iron Man he's one of the most known stars around, and in high demand. As far as I know, he's getting $12mil from HTC to be the face of the company for 2 years. I'm sure he could get more acting gigs or other companies for more quite frankly, especially as HTC isn't particularly successful. I'm sure it's a good guy act and he wants to help them out, than just this bit of money.

styleiswar  Aug. 13, 2013 at 03:45

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?


excuse you loser but RDJ is sooo much hotter than you will ever be.

JanSt / MOD  Aug. 13, 2013 at 11:06

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?


excuse you loser but RDJ is sooo much hotter than you will ever be.


I doubt that :p

Seriously, though - have you read what I said?
Did I say he's an un-hot loser?
Nope. And did I criticise him for taking cr*p roles in cr*p movies? Nope.
He's done some of the finest work. But fact is, he learned that you can go from hot to not in 30 minutes when it comes to Hollywood. I totally 'get' why folks like him feel an urge to create a back-up for bad times.

Now behave.

@MMOB
Granted, it is open to interpretation what exactly he implies, but he's clearly less picky than he used to be. Is it all about money? Not necessarily. It's about profile. Same thing, though - give or take a corner.

That aside, this ain't no film forum. I can see I'm in the minority when I call Iron Man childish propaganda p*rnstraight from the Pentagon's lets make America dumber than it already is department.
I can enjoy brainless entertainment. No problems. But I won't elevate it to the level of post-modern ironic arthouse. It's crap. (partly) enjoyable crap.
You can call it what you want.

He's got a few things in common with John Cusack - who is a lesser actor, but who is very good at balancing a mainstream career with the odd self-produced gem and some very clever journalistic output. I don't hate Cusack for being in 2012.
But when he does 2012, he does it for the money - in order to be able to sustain his real interests and passions.

lcurdie / MOD  Aug. 13, 2013 at 11:07

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?


excuse you loser but RDJ is sooo much hotter than you will ever be.


Best. Comment. EVER!

JanSt / MOD  Aug. 13, 2013 at 11:17

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?


excuse you loser but RDJ is sooo much hotter than you will ever be.


Best. Comment. EVER!


Hahahaha Yes! Untrue, of course. But brilliant in its straightforwardness.

matt101101 / MOD  Aug. 17, 2013 at 13:10

Oh, my...
I can understand Downey jr - he hit a total low there a while back, he's gettin older . So he takes any buck rolling his way.
But wtf, HTC?


excuse you loser but RDJ is sooo much hotter than you will ever be.


Best. Comment. EVER!

I missed this when it happened, thankfully your review of the week saved me from being totally oblivious to this gem of a comment :p.

JanSt / MOD  Aug. 17, 2013 at 13:35

hahaha

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