HTC tried to break into the U.S. market in a big way by hiring Iron Man himself to represent the relentless innovation of the brand. Which, of course, manifested in ads featuring trolls washing cars and Hawaiian tickle ceremonies. The strategy spoke to the HTC One's ability transform itself to each user's very particular wants and needs:
Strategy: HTC. It's anything you want it to be.
We cut a bunch of :30's from the cinema spot for broadcast. This one's about a hipster troll carwash.