Earlier this year HTC, changed the game with their newest flagship phone the HTC One. As a proud owner of the HTC One I am not disappointed, but I’ve been curious about how they would both A) Top themselves and B) Keep up with Samsung’s every growing and successful Galaxy line. It seems instead of whipping out more and more of the same phone they are focusing more on long-term goals as a company.
About a month ago HTC started releasing teaser videos which left a few confused. Helicopter, briefcase, high-five were basically all one could gather from these cryptic teasers.
Earlier today HTC unveiled the first advertising spot of its Change brand platform which features actor and director Robert Downey Jr. who has signed a two-year deal with HTC. In addition to starring in the ad, he has injected his own style, working closely with HTC’s global agency 171 Worldwide (WPP Group) to shape its creative direction, putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym.
This commercial is part of the first of three phases in HTC’s new brand platform, beginning with this ad campaign that highlights the brand with a playful take on what HTC means to different people. The second phase will feature executions that highlight how HTC innovations have changed the face of the mobile industry, and the last phase will focus on how HTC products allow people to drive change in their own lives.
So what do you think? Has #HTChange piqued your interest or do you just want to see their next smart phone?