HTC on Monday introduced its new global branding platform. The idea is a bit quirky: instead of telling everyone what HTC stands for, HTC is leaving the definition up to consumers.
Robert Downey Jr. has signed on as the official spokesperson for the next couple of years, and he gets us started on defining the acronym. “Humongous Tinfoil Catamaran,” is one suggestion he makes for what HTC could stand for. “Hipster Troll Carwash,” is another. Ultimately, though, the ads end with “Here’s to Change,” fortifying HTC’s revived attempt to change its brand name in the eyes of consumers.
“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,” HTC chief marketing officer Ben Ho explained. “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.”
Full length commercials will begin airing this week, in the meantime check out a teaser clip above.