ASIA-PACIFIC – SHANGHAI, CHINA, APRIL 23, 2012: A series of TVCs for Philips China’s campaign created by Ogilvy & Mather China depicts the product innovations taking inspiration from natural elements air and temperature, space, and light.
The TVCs shows Philips integrates natural elements such as air into meaningful innovations that range from the AirFloss (an oral hygiene product that uses new- to-the-world microburst air technology to clean between teeth) to the AirFryer (a kitchen appliance that makes tasty fried food with little to no oil). One TVC demonstrates how a Philips rice cooker and ActiveCare hairdryer (the only dryer in the market that uses sensor technology to prevent overheating and overdrying) can manipulate temperature to create products that simplify busy routines and mundane chores.
Boon LAI, area marketing officer, Philips Greater China, said: “Through this campaign, we hope consumers will see Philips in a new way that distinguishes us as innovators. We are particularly eager to reach consumers in lower tier Chinese cities which will be a key contributor to our growth in the next five years.”
Francis Wee, executive creative director of O&M Advertising Shanghai, said,: “What we hope to do with the creative is to show modern Chinese consumers how innovative the Philips brand is. As urban consumers become increasingly desensitized to their natural surroundings and take simple things for granted, it’s exciting when they realize that Philips integrates nature’s most basic elements into cutting edge, technologically advanced products that can improve and simplify their lives in ways that they likely have not imagined.”
The commercials will be broadcast nationwide on major TV networks such as CCTV, Jiangsu TV and Hunan TV until the end of the year.
CREDITS
Project title: “Give Thanks to Nature”
Client: Philips China
Creative agency: Ogilvy & Mather Advertising/Shanghai
Chief Creative Officer: Graham Fink
Executive Creative Director: Francis Wee
Creative Director: Thomas Zhu
Art Director: Haibo Huang, Phoebe Liao, Jian Wang
Copywriter: Thomas Zhu, Joe Wu
Agency Producer: Aywei Wong
Planning: Edward Bell, Jenny Gao
Account: Yong Yuan, Judy Ang, Fish Ji, Tracy Cao, Cynthia Zhou
Media Agency: Carat
Production House: P.I.G. Production
