Dreary New HTC Ad Begs for the Label – Help This Company (Please)!

HTC Robert Downey Jr

HTC Robert Downey Jr

It was big news that HTC had snagged Robert Downey Jr as a spokesman, hopefully signaling a strong marketing campaign that will turn things around for the beleaguered maker of excellent quality — but poorly selling — phones. Guess what? First ad is crap, and it pretty much begs to be called the ‘Help This Company’ campaign.

So here we have HTC, a company that has divided smartphone efforts between Android and Windows Phone, a company that recently narrowed product naming and offerings because they felt they were too ‘all over the place’ … and we are getting an ad that basically says ‘HTC can mean just about anything’?


If you have ever used an HTC phone, then you know it is a thing of beauty – a sense of integrated design and quality that is more like Apple or Sony and far above what Samsung is making. Yet in both platforms – Android and Windows Phone – Samsung is kicking HTC’s butt. Recently we learned that Samsung is now the #2 Windows Phone maker, with 11% to HTC’s <5% share. We have also been hearing reports that HTC might drop Windows Phone to focus on Android.

Alongside of this, we get a new $1 BILLION marketing blitz featuring Robert Downey Jr. And this first ad – which might not be indicative of the overall campaign, but seems to try to use the persona of Downey as Tony Stark to infuse tech credibility into HTC without showing a phone for more than a few seconds. I was definitely left feeling disappointed, and that HTC will be very lucky to avoid joining RIM on the scrap heap of irrelevance.

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About the Author

Michael Anderson
I have loved technology for as long as I can remember - and have been a computer gamer since the PDP-10! Mobile Technology has played a major role in my life - I have used an electronic companion since the HP95LX more than 20 years ago, and have been a 'Laptop First' person since my Compaq LTE Lite 3/20 and Powerbook 170 back in 1991! As an avid gamer and gadget-junkie I was constantly asked for my opinions on new technology, which led to writing small blurbs ... and eventually becoming a reviewer many years ago. My family is my biggest priority in life, and they alternate between loving and tolerating my gaming and gadget hobbies ... but ultimately benefits from the addition of technology to our lives!