You don't need Spidey sense to be a superhero. In "Philips Everyday Hero," part of an Australian campaign for Royal Philips by Ogilvy & Mather London, a disheveled guy leaps out of bed, consumes a hasty breakfast (in the shower!) and wrestles into a Spider-Man suit before struggling to get across town. The action is set to an acoustic cover of Paul McCartney and John Lennon's "Revolution." It follows Spider-Man through sometimes thankless acts of everyday do-gooding, and concludes with "Make a Wish"-level warmth.
CANNES, France—London agencies got off to a great start at the Cannes Lions festival here on Saturday, with Ogilvy London and FCB Inferno London taking home the Grand Prix awards in Pharma and Health & Wellness, respectively, at the Lions Health festival-within-a-festival.
Lighting is an integral part of any musician's live show—it can alter the mood of the audience or add color and excitement to the gig.
If you like any combination of amazing colors, night skiing and striking imagery, Philips has an ad for you.
IDEA: Still using that same old incandescent lightbulb that was invented in the 19th century? Get with the program, Luddite. That's the basic message, told more charmingly, of this expertly constructed stop-motion spot from Iris Worldwide for Philips Hue lighting.
Since launching in 2008, crowdfunding platform Indiegogo has become known as the provenance of creative types, scrappy startups and charitable campaigns. But now, big brands are seizing on it as a way to align themselves with popular causes.
Some five years ago, Coca-Cola’s Jonathan Mildenhall took his first tour of Asia after assuming the company’s top marketing job, and as one would expect, Miles Young, then regional chief of Coke roster shop Ogilvy & Mather, took his client out on the town, in his own inimitable way.
The lack of something can be a potent element in a marketing strategy. "Got milk?" is the classic example—built not around having milk, but around the common parental fear of being out of it. That was a cultural insight. Lately, tech marketers have played around with similar concepts—based on product insights. As electronic products get thinner and thinner, there's potential in pretending they've disappeared entirely. LG had that great security-camera spot last winter, from Y&R in Amsterdam, in which the thief steals a flat-screen LG TV from an electronics store—while appearing to be holding nothing at all. Now, Philips is marketing its own new television, whose frame around the screen is so thin as to be almost invisible, with a game based around how hard it is to see. The marketer has "hidden" 10 Frameless TVs around the world, and is challenging consumers to use Google Maps and Street View to "pin" the locations—and win the television. It's a tricky thing to be doing—embracing the "nothingness" of your product. Many tech marketers, notably Google, are always moving in the other direction, trying to give more of a physical weight to virtual goods and services. But the LG and Philips campaigns prove that with the right approach, nothing can be quite something after all.
Philips' decision to hire Ogilvy & Mather for its global creative business marks the end of DDB's long tenure on the brand.