HTC hired Hollywood heavyweight Robert Downey Jr. to “help shape the creative direction” of its product lineup. The contract is a 2-year marketing agreement worth $12 million and ensures Downey Jr. has the “final say over creative elements.”

The latest set of videos to hit the web are for the upcoming One M9 and surely set a confusing tone. In total, there are ten videos that you can peruse and wonder over. Downey Jr. seems to have put his creativity to the test and each commercial ends with separate tagline, such as “light up the room,” “shoot for the moon,” and “beauty inside and out.”