HTC's Robert Downey Jr campaign Territory: Global Agency: WPP Group Rating: 4/5 Whoever first named Taiwanese smartphone maker HTC clearly lacked a little imagination. Back then, the company made high- technology computers. The name was shortened to the initials when it needed to freshen its image as it moved from contract manufacture for companies such as Palm to selling directly to consumers. Now, with sales falling and having forecast its first quarterly operating loss in more than a decade, it needs another image reboot. To do so, it has tapped Hollywood A-lister Robert Downey Jr to lead a cross-media campaign to convey the message that HTC inspires innovation by standing for anything you want it to. The advertisements are as creatively bizarre as HTC's real name is solidly staid. The first television spot opens with the actor dramatically storming into a boardroom meeting to discuss rebranding HTC. Soon, all are using their phones to snap pictures of a humongous tinfoil catamaran. Matters then get even more comically surreal as they find themselves at a hipster troll carwash, dancing to music playing on a phone. Next, they are firing a hot tea catapult. A frantic woman shouts: "Hold this cat!" Making so transparent the fact that HTC knows it needs to rejig its image is a daring strategy. It does, however, help the company portray itself as the underdog against market leaders Samsung and Apple.