After much fanfare including a mundane video teaser, HTC just released the first part of their latest advertising campaign. Starring Robert “Iron Man” Downey Jr. the video spot is, well, memorable. It’s a touch crazy, a bit confusing, and doesn’t showcase anything HTC makes. But you won’t forget it. And that’s what makes for an effective ad.
As Natasha explained when HTC released the teaser, HTC is asking, almost rhetorically, what their initials stand for. Like “Humongous Tinfoil Catamaran” and ”Hipster Troll Carwash,” says the ad. You get it. Hyper Tongue Circus. Hello, Titicaca Coast. Hippopotamuses Tightroping Carelessly.
There’s good reason for this. Despite being a major player in Android since the very beginning, HTC isn’t a household name. These clever, and mostly silly acronyms, will act as a sort of mnemonic for the brand.
Because, really, anything is better than High Tech Computer Corporation, which is what the initials really stand for. Not very catchy.