Robert Downey Jr. has been flown in on a helicopter to launch HTC's new brand campaign.
HTC formally announced its reportedly $12 million, two-year endorsement deal with the "Iron Man" actor on Monday, teasing his appearance with this 15-second spot Ad Age previously featured as Creativity Pick of the Day.
Now, HTC has unveiled the full ad, in which Mr. Downey drops into the company's executive boardroom to start shaking things up a with "subversive thinking." In this case, that means spouting off ideas for what the letters HTC can stand for, such as "Humongous Tinfoil Catamaran," "Hipster Troll Carwash," and "Hot Tea Catapult" -- all of which go into production, resulting in some ridiculous scenarios through which Mr. Downey maintains his uber-cool. (FYI: the official words behind the initials are High Tech Computer, which today feels appropriate only when describing something like a vintage Commodore 64).
The spot promotes the idea that HTC can be anything you want it to be, and ends with the forward-looking tag "Here's to Change."