The issues that have plagued Taiwanese electronics outfit HTC have been widely publicized over the course of the last few months. From production issues to outgoing high-ranking employees, the brand has looked to calm the rocky waters as well as reassure shareholders with a new campaign. Cue Robert Downey Jr. Earning the new title of “Creative Director,” Downey Jr. will head up HTC’s new “Change” campaign that looks to divert attention away from the hardware and software of HTC and focus on what the brand represents. The campaign will look to reappropriate the HTC acronym into a series of comedic approaches including “Hold That Cat” and “Hipster Troll Carwash.”
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