According to Engadget, HTC has just kicked off a $1 billion marketing campaign aimed at getting people to interpret the company’s three letter company in whatever way they want. The first video, clocked in at 16 seconds, stars Robert Downey Jr. renaming HTC to “Humongous Tinfoil Catamaran”.

http://youtu.be/UpGUV6ZrYFw

Will this actually work?

Let’s start with the obvious: Companies have been using celebrities to promote products since advertising was invented. The new “Superman” movie has a Nokia Lumia 925. A “Batman” movie several years ago featured the Nokia 5800. “The Matrix” featured a modified 7110. The second “Iron Man” film had an LG film, while the third “Iron Man” film had an Alcatel phone. When Microsoft announced Windows Phone 8, they had Jessica Alba on stage. I can go on, but I’ll stop.

The point I’m trying to make is, getting someone to endorse a pair of sneakers or a line of clothing is easy. But when it comes to high budget items, like a $650 mobile phone, or in America’s case a $199 mobile phone with a $90 per month contract that lasts two years, can celebrities change things?

HTC’s products have always, for the most part, been awesome, but their advertising campaigns have been horrendous. Will Robert Downey Jr. change the company’s fortunes?

Let’s just say I think this will work as well as spending $300 million on Beats headphones.