So HTC bought Iron Man for some £8 million over two years. I imagine it’ll pay off, but will the new weird campaign do so as well?

I’m almost always a fan of brands that aren’t afraid to go out on a limb with their brands. Which means I’m now a fan of HTC. I do think the execution is a bit lame, but when you’re doing a global campaign for a few hundred million I think it’s pretty brave. Most brands would never let an idea that makes fun of the brand name go through even the first meeting, let alone be produced.