HTC has officially rolled out its splashy new ad campaign with Robert Downey Jr. at the helm.
The full 2-minute commercial for HTC's new "Here's to Change" campaign is now online and it features zero talk of smartphones or Android. The trailer-length pitch is, instead, playful and has the tossing out various suggestions as to what the letters "HTC" might represent.
The new spot is the first piece of HTC's three-part approach to re-establishing its brand among consumers. Rather than touting a laundry list of features and smartphone details, HTC apparently wants to have a bit of fun and inspire folks with some lighthearted brainstorming. Along those lines, readers are encouraged to check out the HTC Generator to see what sorts of strange three-word concoctions they can create.
As for talking up the hardware specs or exclusive software features, thatuntil the second phase of HTC's marketing tactics kicks off.