Creative Showcase

Interruption / P&F USA, Inc.

Submitted By Doreen McKenney

Objective

PHILIPS “INTERRUPION” CASE STUDY

THE CHALLENGE:
After winning the Philips HD account in September, Dentsu was charged with delivering a TV spot in time for pre-Black Friday. Which, as anybody who has ever produced a TV commercial knows, is an impossibly tight schedule. The back-story: Philips was the first to launch flat-panel TVs – way back in 1998. And they haven’t done any advertising for their TVs in the U.S. since. Our job was to announce their re-entry into the HD market with a bang. The message: “Hey, Philips is back and we have great HDTVs.”

THE SOLUTION:
Our brand platform – Made to Move You - was the launching pad for our creative insight: when people are engrossed in their TVs, it’s hard to get their attention. Of course, the content of the show is a major reason of interest but a high quality TV can add quite a lot to the “lost-in-the-experience” effect. We decided to push the “absorbed” to the extreme.

THE RESULT:
It’s still too early because the spot started running only around Thanksgiving but initial consumer reactions indicate that the commercial has done its job – grabbed viewers by their eyeballs and make them sit up and notice Philips.

Client

P&F USA, Inc.

Industry

Consumer Electronics

Agency

Dentsu America

Media

Television

Credits

Account Executive

Doug Fidoten, Sonya Laroia

Agency Producer

Linda Rafoss

Art Director

Aaron Frisch

Creative Director

Paul Laffy, Bruno Corbo

Director

Martin Krejci

Production Company

Skunk/Dawson

Writer

Arun Nemali

Views

400

 

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