HTC Corp (formerly known as High Tech Computer Corporation) reportedly paid Iron Man star Robert Downey Jr USD 10 million to star in a television commercial in a bid to turn its fortunes around. HTC said the commercial would be released worldwide on Thursday. Already, a teaser ad had been making the rounds of video-sharing sites online. The ad carried the title "Big Things Ahead" and featured a man in a suit coming out of a helicopter, and then giving another man, who is holding a phone, a high-five. The man in the suit was thought to be the Iron Man star. The teaser ended with "Here's To Change", spelling out the HTC acronym.

HTC Chief Marketing Officer Ben Ho said that their current campaign was geared towards enhancing its brand name around the world. Before, their strategy was only to promote its different products. Observers, however, saw the move as a way for the firm to compete in the global market dominated largely by Samsung and Apple.