Robert Downey Jr. in HTC’s promotional campaign for the One M9

Robert Downey Jr. in HTC's promotional campaign for the One M9

The new series of shots are unified around a color coded theme and present new inspirational taglines

The hype surrounding the HTC One M9 just got better as Robert Downey Junior joins in with a series of creative short films as part of the promotional campaign of the upcoming phone. The short films have been made in collaboration with Robert Downey Jr, Russell Scott, Brian Schaeffer, and HTC and portray a “genre-bending series of adventures”. The films bring on some more inspiration from references of various famous artists starting from Andy Warhol to Charlie Chaplin.

In one of the shots, two men are sitting on lawn chairs, one of them being Robert Downey Junior who fires a blowdart at a moon sculpture bringing it to the ground and facilitating the inspirational HTC slogan of “Shoot for the Moon.” If you are getting the hang of these four inspiring words then you are ready to get your hands on the upcoming One M9.

The promotional campaign which so far would have cost the company billions of dollars is just isn’t over yet and the ten new spots revealed give us a hint of this ongoing marketing strategy. However, these new ads are quite confusing and we are finding it hard to get a hold of HTC’s secret message. You might find them even more perplexing than the company’s “Hold This Cat” campaign which started off for the One M8.

The interesting thing about these series is that they are centered around a unified theme which is represented by a single color. For instance there is the purple shot in which Robert Downey Jr bats a plastic chicken onto a canvas creating poultry-themed homage to Warhol’s prints of Marilyn Monroe. Within these new shots we can also see HTC’s new tagline which reads “One life. Make it count.”


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