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"HTC desperately needs a big break, as even its critically-acclaimed HTC One smartphone hasn't reversed its declining business, with the company predicting it\u00A0will realize its first-ever quarterly loss (as a listed company) in the next quarter.\r\n\r\nThe Taiwanese firm is hedging its bets -- and a reported $1 billion budget\u00A0-- on a new advertising campaign fronted by actor Robert Downey jr., the 'Iron Man' star who it snagged earlier this year in a deal worth a reported $12 million.\r\n\r\nToday the company released its first advertising teaser, ahead of a &amp;quot;a broad range of digital, social, PR and above the line activity&amp;quot; that will feature Downey Jr. -- who is on board for two years as both a 'creative director' and star of its ads -- and the theme of change.\r\n\r\nThe company's own website now includes an 'HTC Generator' that spits out random meanings of its acronym to get people talking -- can you guess what Downey Jr.'s is?\r\n\r\nhttp://www.youtube.com/watch?v=UpGUV6ZrYFw\r\n\r\n\u27A4\u00A0Here's to Change [HTC] | Via Engadget\r\n\r\nHeadline image via\u00A0AFP/Getty Images"^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/mobile/2013/08/12/htc-kicks-off-new-heres-to-change-ad-campaign-featuring-robert-downey-jr/>