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Philips Screens Short Film for Aurea

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NEW YORK Philips is getting into the short film business.

The Dutch technology firm Royal Philips Electronics this week began an international campaign for its newly released Aurea, a high-end flat screen TV that emits colors as ambient light. For now, the product is only available in Europe.

To portray the Aurea is an emotional experience, the company is concentrating its $50 million European promotional effort on a 7-minute film by director Wong Kar Wai, best known for his moody, stylized movies such as Chunking Express and In the Mood for Love. Adweek is hosting the 60-second version of the trailer; the full movie can be seen at http://www.aurea.philips.com.

In the trailer, a woman is shown against a rich red and orange background, caressing a TV screen; the full-length film features an espionage scenario.

"As this is about color and emotion, what better person than Wong Kar Wai," said Lucas Covers, client CMO. "With these type of ways of addressing lifestyles, it's more than TV. It's about seeing is believing."

The campaign for a flat-screen TV largely eschews television advertising, with just one 60-second spot set to air in Russia for now.

According to Philips' Covers, the company concentrated its efforts on the Web, because it believes consumers need to see how the new TV's technology works. The short film will also play in-store on Aurea sets.

"The heart of what the creative wanted to do was to drive people to see the effect of the Aurea, ideally on a real TV in stores," Covers said.

"But we also wanted to do the same with online," said Sandeep Chawla, global business director at DDB in Amsterdam, the Netherlands. "It's an expensive product, we wanted a certain strata of society to start believing that there was something that they need to go out and have a look at."

For the interactive portion of the campaign, Tribal DDB in New York created a Web site with a musical score that people can download. "We set out to create a site with emotional resonance," said Steve Nesle, ecd, Tribal DDB.

Fashion photographer Vincent Peters, whose work has appeared in high-end magazines such as British Vogue, shot the print.