HTC, the Taiwanese smartphone and tablet manufacturer, has signed the Iron Man icon to a two-year deal to be its new bizarre spokesman.
The full campaign starts Thursday, according to Brand Republic, with a two-minute YouTube video that will also air in cinemas, on TV, and across social and other digital channels.
The spot co-stars actor Jon Polito as Downey’s right-hand man.
The concept is this: Downey plays an overconfident consultant for HTC, offering them ridiculous name changes including “Hipster Troll Carwash,” “Humongous Tinfoil Catamaran,” “Hold This Cat,” and “Hot Tea Catapult.”
He’s basically playing a kookier version of Tony Stark, tech magnate.
The campaign is tagged “Here’s To Change.”
Why Downey Jr.?
Martin Kang, HTC’s head of marketing says The actor took creative control of the campaign.
“It shows how deeply he was involved – he was creative director in a way when it comes to communications. Having this kind of asset…means we’re going to fire on all channels – social, TV and digital, with digital the core space.”
Kang says HTC’s marketing spend will be similar to last year’s $1 billion budget.