Ina Fried

Recent Posts by Ina Fried

HTC Looks to Robert Downey Jr. to Rehab Its Image

After seeing its fortunes rapidly rise — and then come back down to earth just as fast — Taiwanese phone maker HTC is looking to rebuild its image.

Robert Downey Jr HTC ad

For the past few months, HTC has been talking about a big marketing push. On Monday, the company announced a few more details on that long-awaited campaign, which features Robert Downey Jr.

And Robert Downey Jr. certainly knows a thing or two about trying to rebuild after a few stumbles.

For its part, HTC has signed Downey to a two-year deal, and plans a campaign to literally redefine what the company stands for. A randomizer on HTC’s site lets users come up with their own acronym possibilities. For now, HTC is starting out with “Here’s to Change.”

The company plans a full reveal on Aug. 15, but posted a teaser spot to YouTube. The first spot will also debut on YouTube before making its way to TV commercials and movie theaters.

On the new-product front, HTC has said it expects more rough times ahead, though it does hope some new midrange phones will help things in the fourth quarter.

Latest Video

View all videos »

Search »

When AllThingsD began, we told readers we were aiming to present a fusion of new-media timeliness and energy with old-media standards for quality and ethics. And we hope you agree that we’ve done that.

— Kara Swisher and Walt Mossberg, in their farewell D post