Hasta La Creative!

Who better to market an all metal smartphone than a superhero with a metal smart suit.

Phone manufacturer HTC has signed “Iron Man” actor Robert Downey Jr. for a two-year, $12 million marketing campaign, according to Bloomberg. “Anyone with a penchant for metal should be able to appreciate its appeal,” said a coy Tom Harlin, HTC’s director of public relations.

Mr. Downey’s persona perfectly aligns with the company’s recent attempts to increase its ad spending and embrace an irreverent underdog image in the wake of market share loss. On-screen, Mr. Downey frequently portrays brash, quick-talking characters. Off-screen, he’s had the kind of career resurgence HTC hopes to replicate in the smartphone market.

Continue reading at AdAge.com