HTC, the Taiwan smartphone manufacturer, is embarking on a major campaign to drive awareness of the brand and ultimately higher sales. The company’s HTC One has earned great reviews, but Samsung’s massive marketing budget has left HTC an also-ran in the sales department. The company aims to change that, and it’s starting its planned two-year effort with some ads with Robert Downey Jr.

The actor begins the campaign to figure out just what HTC stands for, and in this first commercial he only utters three words… and they don’t make much sense. But it’s fun to watch!

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