Hold This Cat

HTC this morning let loose another 15 seconds of its "Here's to Change" advertising campaign, with the first clear look at the worst-kept secret of the summer — yes, that's Robert Downey Jr. holding a cat. "Hold This Cat," actually — because HTC can now mean whatever you want it to

We'll have to see how HTC crafts its message around a lot of moving parts — Sense, BlinkFeed, Zoes and Video Highlights — with a rebranding that, while cute, by definition leaves itself open to all kinds of interpretation. 

More lands on Aug. 15. For now, we've got a new 15 seconds of RDJ and HTC after the break. (Update: We've now got a press release too, if that's your thing.)


‘Change’ marks bold new move by HTC in new brand position

Taipei, Taiwan - 12 August 2013 – HTC, a global leader in mobile innovation and design, today unveiled its most powerful marketing campaign to date. The Change brand platform is a long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history. Ushering in an innovative new approach that will transform the industry, the campaign represents HTC’s largest-ever investment in marketing and will reach consumers through a broad spectrum of traditional and digital media outlets.

To mark the launch of the global platform, a new above-the-line campaign will be rolled out from August 2013. Featuring acclaimed actor and director, Robert Downey Jr., the first ad creative will screen on YouTube on 15th August, to be immediately followed by a series of cinema and TV executions.

Ben Ho, CMO of HTC comments, “HTC’s innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One. Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for. With this campaign, we are affirming what HTC’s role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies.”
The face behind the Change

Recognised as one of the most popular faces on the big screen, Robert Downey Jr. 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 (WWP 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.
Celebrating the change-makers

The brand platform will roll out in three phases with the initial advertising campaign highlighting HTC’s brand with a playful take on what it means to different people. The second phase will feature executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. The following ad spots will then focus on how HTC products empower individuals to drive change in their own lives.

Changing the media mix

Aligning with the preferences of HTC’s target audience, the ATL campaign will be heavily weighted to cinema, online and digital media. Experiential events in key markets, like the UK, US and Taiwan, will also bring the brand message to life for consumers, who will be able to experience the various creative interpretations of HTC for themselves. Extending the interpretation to consumers, a word randomiser app hosted on HTC.com and promoted via a range of social channels including Facebook, Google+ and Twitter, has also been developed to allow people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ATL campaign.

About HTC

Founded in 1997, HTC Corp. (HTC) is the creator of many award-winning mobile devices and industry firsts. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. HTC's portfolio includes smartphones and tablets powered by the HTC Sense® user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information, please visit www.htc.com.

For more information on HTC BlinkFeed’s content partners, visit the HTC Blog.


Reader comments

HTC again teases its rebranding, with Robert Downey Jr. and ... a cat


Happy To Comply
Having To Compliment
Hatter Terribly Crazy

omg, I could go on for ages ... hehehe. And english ain't even my mother tongue

This or the Note 3 for me. In my mind, comes down to review(s)--not marketing.

Posted via the Android Central App on my Note 2

This looks to be a champ! Can't wait for more. Lol

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So okay, a new face, new meaning, new campaign. But will they make better phones? Even if RDJ goes into an add dressed as Shrelok Holmes inside an ironman armor, won't change what I increasignly hated about them.

First was the HTC Touch Diamond. Slow has hell after only 1 year, changed after two to get Nexus One. Slow as hell after less than a year. Power button was failling then got choice between HTC Panache and Nexus S from provider to replace out of stock Nexus One. HTC's bloat was too much, physical buttons were already collecting dust and also looking ugly. The phone felt lime an overpriced TV remote.

But I admit it, HTC managed to do better since then. But for me, they need to do a lot to be able to gain my trust again.

Now name one innovation from Samsung.
Hell, even Apple.
Now HTC?

RDJ is great, and I love the ad. But I need more than fancy talk and funny ads to buy from HTC again.

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Will they make better phones? Seriously? The HTC One is the most well-reviewed phone on the market and everyone I know that has it, including me, loves it. HTC needs to fix their marketing, not their phones. And they seem to be doing just that.

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So obviously you stopped reading after the first line. I also said they did managed to do better since then. I'll do the reading for you and simplify what I wrote : I lost confidence in them because of Touch Diamond and Nexus One. I am afraid of regreting a 600$ buy if I try to go with them again.

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people tend to forget how epic the OG evo was smh, and many people feel as if the Nexus one was the best nexus, then you have the impact they made with the desire brand & the one (X,S +, OV (prepaid guys) and the ONE) brand. only thing holding them back was that they really expected the carriers to promote the phones.

The OG EVO changed the game and made everyone want a bigger phone. What killed it for me was the skimpy internal memory and the Gingerbread update kept crashing mines (had to replace it twice).

I did read the entire post. If you need any convincing that HTC has gotten better (I'll admit they've had some very meh phones, which you addressed) just read reviews for the One and mess around with one of them. I have both the One and the S4 and prefer the One in every category except outdoor photography, which the S4 excels at.

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I played with that HTC thing and got Hipster Throwing Champion.

Please, for the love of God, have a commercial with RDJ busting into a coffee shop and throwing hipsters out. Then give him a trophy. Add some explosions because reasons.

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I think each container in the background is an H.T.C. of some kind. Wonder what they are...

This feels like the 4th quarter of the superbowl and htc is down by 8 points and they are about to through a hail mary and even if by some miracle they manage to connect they still have to figure out how to get the 2 point conversion to send it into over time. :(, I am really rooting for htc and I hope they find a way to pull a miracle out of their ass.

HTC exhausts me.
Last year's The One is the ONE, except that it's not.
This year there's another ONE, except ... it's not.
And now they're 'Changing'.

Hate This Crap... Just kidding, I have a One, but nothing else came to mind. Guess waiting for 4.2.2 doesn't help.

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