Now everything will be better
Philips targets U.S. consumers in home entertainment market with witty commercials
Philips targets U.S. consumers in home entertainment market with witty spotsBy Thérèse Balduzzi Last year, the spots for Philips FlatTV and other home entertainment products from the company won various awards in Cannes. The new campaign launched in America for the "Star" product line is as innovative as it is funny.
The series of four 30-second TV spots each revolves around a Philips Electronics "Star" product offering, namely a futuristic TV, a widescreen TV, a digital recorder with TiVo service and an audio CD recorder (ACDR). The spots were created by the Messner Vetere Berger McNamee Schmetterer/Euro RSCG agency in New York and are based on surprising punchlines.
In the "Dinner Date" spot, a young man receives a young beauty for a candlelit tête-à-tête. Shortly before she arrives, the man is seen inserting a CD he recorded himself, entitled "Love Mix," into the Philips audio CD recorder system. As the beauty sits across from him, he turns on the recording by remote control. The song turns out to be a ghastly heavy-metal piece, a declaration of love that's rattled out in a devilish voice. After a brief pause, however, the courted woman begins to move to the beat and smiles at him. The voice off-screen adds: "Philips CD Recorder System. Burn it. Play it."
Puppy Love" also centers on a pair of lovers in their mid-thirties. He has bought her a cute little dog, wrapped a pretty red mesh around it, and is eagerly awaiting her reaction. When the woman arrives home, she exclaims "it's adorable," but storms past the dog and unerringly toward the new Philips Somba television with built-in alarm clock. The man takes the puppy in his arms with one laughing and one crying eye.
In "Ritual," a football fan watches a match on a television equipped with a "Digital Recorder with TiVo Service." As his team goes for the decisive kick, he stops the live action, quickly goes to church to pray, then sits back on the sofa, and lo and behold, his team wins.
A fourth spot, entitled "Concession Stand," advertises a widescreen TV. In each spot, the punchline is accompanied by the Beatles song "Getting Better," but interpreted by the English group Montrose Avenue. The tagline at the end of the spots is: "Let's make things better".
The campaign is running on all network stations and numerous cable channels, targeting 18- to 49-year-olds. A print and online campaign promoting Philips RUSH! MP3 players (digital audio players) and Pronto Intelligent Remote Control (remote controls) is also running in parallel. This is specifically targeted at college students and includes college marketing programs and sponsorship of the College Music Tour organized by Rolling Stone magazine.
The series of four 30-second TV spots each revolves around a Philips Electronics "Star" product offering, namely a futuristic TV, a widescreen TV, a digital recorder with TiVo service and an audio CD recorder (ACDR). The spots were created by the Messner Vetere Berger McNamee Schmetterer/Euro RSCG agency in New York and are based on surprising punchlines.
In the "Dinner Date" spot, a young man receives a young beauty for a candlelit tête-à-tête. Shortly before she arrives, the man is seen inserting a CD he recorded himself, entitled "Love Mix," into the Philips audio CD recorder system. As the beauty sits across from him, he turns on the recording by remote control. The song turns out to be a ghastly heavy-metal piece, a declaration of love that's rattled out in a devilish voice. After a brief pause, however, the courted woman begins to move to the beat and smiles at him. The voice off-screen adds: "Philips CD Recorder System. Burn it. Play it."
Puppy Love" also centers on a pair of lovers in their mid-thirties. He has bought her a cute little dog, wrapped a pretty red mesh around it, and is eagerly awaiting her reaction. When the woman arrives home, she exclaims "it's adorable," but storms past the dog and unerringly toward the new Philips Somba television with built-in alarm clock. The man takes the puppy in his arms with one laughing and one crying eye.
In "Ritual," a football fan watches a match on a television equipped with a "Digital Recorder with TiVo Service." As his team goes for the decisive kick, he stops the live action, quickly goes to church to pray, then sits back on the sofa, and lo and behold, his team wins.
A fourth spot, entitled "Concession Stand," advertises a widescreen TV. In each spot, the punchline is accompanied by the Beatles song "Getting Better," but interpreted by the English group Montrose Avenue. The tagline at the end of the spots is: "Let's make things better".
The campaign is running on all network stations and numerous cable channels, targeting 18- to 49-year-olds. A print and online campaign promoting Philips RUSH! MP3 players (digital audio players) and Pronto Intelligent Remote Control (remote controls) is also running in parallel. This is specifically targeted at college students and includes college marketing programs and sponsorship of the College Music Tour organized by Rolling Stone magazine.
