Robert Downey Jr. fronts new HTC Campaign

Company Brief

New Delhi, August 16, 2013

HTC, a global leader in mobile innovation and design, has unveiled acclaimed actor and director, Robert Downey Jr., as the star of its 'Here's to Change' brand-building advertising campaign. The ad creative marries Robert Downey Jr.'s wit and charisma with HTC's playful nature to instil the HTC brand name into consumers' minds. Celebrating HTC's disruptive impact on the mobile industry over its 17-year history, Here's To Changeequates change with the innovation that's essential to move the industry forward.

Recognised as one of the most popular faces on the bigscreen, Robert Downey Jr. has signed a two-year deal with HTC to bring HTC's Change platform to life. In the creative, Robert Downey Jr. is the instigator of change - he inspires it, creates it and curates it. He takes consumers on a journey to show how HTC can be "whatever you want it to be", using scenarios that bring to life imaginative word associations based on the letters of the brand name, HTC.

The quirky and offbeat creative sees Robert Downey Jr. as an advertising executive who animates HTC's brand with playful iterations of the HTC acronym. His imaginative direction includes a life size incarnation of a Humungous Tinfoil Catamaran which he sets to sail, and a Hipster Troll Carwash complete with lovable green-haired trolls who are busy washing cars to music under his direction. The creative ad also features many other interpretations of HTC that consumer fans are invited to spot, guess and share including Hot Tempered Cheerleaders, Hawaiian Tickling Ceremony, Happy Taco Cart, and Hands That Clap.

In addition to starring in the ad, Robert Downey Jr. has injected his own maverick style by working closely with HTC's brand team to shape its creative direction, putting change at the core of HTC's brand.

Ben Ho, CMO of HTC comments, "As a leading change-maker in the movie industry, Robert Downey Jr. was the natural fit to star in our new 'Here's to Change' advertising campaign and we are incredibly excited to have him on board as a result. Just as he champions change in his approach to movie roles and characters, here at HTC our innovation, authenticity and boldness have made us the change-makers in the mobile industry."

The campaign heroes the HTC One, HTC's award-winning handset that has won global praise including 'the best phone in the world' as nominated by Tech Radar.

Consumers can watch the TVC with Robert Downey Jr here: http://www.afaqs.com/advertising/creative_showcase/index.html?id=43868&media=TV&type=Indian

For further information, please contact:

MSL Group

Tuba Bhatt

Mobile: 9999698945

Email: tuba.bhatt@mslgroup.com