In its most daring effort yet to stay in league with Apple and Samsung, HTC announced a massive marketing campaign Monday starring "Iron Man" actor Robert Downey Jr.
The Taiwanese phone maker confirmed it has signed Downey to a two-year deal, which is reportedly worth $12 million.
The new campaign, called "Change," is intended to get consumers talking about HTC once again. The company said the campaign will last at least two years and cost about $1 billion -- the same as HTC's global marketing budget last year.
"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," said Ben Ho, HTC's chief marketing officer, in a statement.
The campaign will involve a wide variety of possible HTC acronyms. In an ad that's viewable now on YouTube, and at the top of this page, Downey is heard saying "Humongous Tinfoil Catamaran." HTC's website is also currently displaying an HTC acronym generator.
The marketing campaign will formally launch on Thursday with a series of ads on a number of media outlets, according to HTC.