HTC appears to have some manner of rebrand in mind, roping in Iron Man star Robert Downey Jr to promote a campaign about 'change'.
The ads -- the first of which you can see embedded below -- see Downey Jr reeling off alternative interpretations of the HTC acronym, such as "humongous tinfoil catamaran", or "hold this cat" (pictured above, aww). After this display of rampant comedy, the HTC logo appears with the slogan "Here's to change".
On HTC's website, meanwhile, a word generator lets you create new acronyms and share the results on Facebook. I stopped after 'hotdog tutu candy' because I felt unwell.
In case you're interested, HTC originally stood for 'High Tech Computer', which I reckon is pretty hard to beat.
With nary a smart phone in sight, it's not clear exactly what the new campaign is in aid of. HTC could be planning on changing its name or logo, or perhaps it's just trying to get more people chatting about the company in general.
The, which has struggled in recent years to battle the likes of Apple and Samsung, will be hoping that the popular bearded face of Downey Jr can reverse its fortunes.
Of course, having, there's every chance that the Hollywood megastar's fee alone could prove the final nail in HTC's coffin.
The firm is expected to reveal a super-sized version of the, tipped to be called the , before very long.
What do you think HTC needs to do to get back on top? Let me know in the comments, or on our Facebook wall.
Image credit: Slashgear