HTC’s desperate U-turn

[Wireless News]

HTC’s new.billion dollar.marketing campaign.is kicking off. And it’s built entirely on whimsy. It features Robert Downey Jr. in a series of wacky situations that have nothing to do with actual HTC phones. You can picture the ad executives doing the pitch to panicky HTC executives: “You guys have been way too serious, much too focused on hardware specs and performance comparisons. Time to ditch that angle and go weird!” It is true that HTC ads have been boring and nerdy, but it is extremely rare to see a handset brand jettison its entire old brand image and try to.execute a total U-turn. The violence of this shift in direction.combined with the magnitude of the.new marketing drive is creating.a bizarre spectacle.

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