HTC’s “Hold This Cat” ad that launched last year to help promote the One (M8) wasn’t all that clear when it came to actually promoting last year’s flagship. It was unique, for sure, but whether or not it actually worked to sell any One M8′s is a question worth asking. Based on HTC’s doubling down on the strangeness of those ads, apparently it worked at least a little bit.
HTC has added 10 new short ads to its website, and each of them are color-coded and star actor Robert Downey Jr. They all share one thing in common, and that’s some physical comedy from the actor. Oh, and one other thing: The One M9 isn’t actually in any of the commercials in any meaningful way. Sure, it shows up in a static image at the end of the ads, but the part you’re actually watching? It doesn’t seem to have anything to do with the new flagship, which is launching in the United States on April 10.
Of course, people are talking about the ads, and that probably counts for something. They’re not talking about the One M9, though, and that’s probably an issue. If HTC plans on distributing these ads to somewhere beyond YouTube, like in front of someone’s favorite TV show, it’s hard to fathom that it would actually help sell any phones. It just might sell someone on wanting to see Robert Downey Jr. next to a Merman again, or wearing a rabbit costume.
Check out a few of the videos below and let us know what you think.