Interruption / P&F USA, Inc.
Submitted By Doreen McKenney
PHILIPS “INTERRUPION” CASE STUDY
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.”
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.
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.
P&F USA, Inc.
Doug Fidoten, Sonya Laroia
Paul Laffy, Bruno Corbo