Ogilvy Amsterdam launched a new campaign imaging some of the myriad ways Philips Hue’s connected lighting can be used.
Some of these are pretty self-explanatory: dawn light, sun light and moon light are all pretty easy to imagine. But the 30-second anthem ad, set to an original song calling out the settings by name, also introduces “navigation light” (for making your way around scattered toys and other items at night, “not this house light” (triggered by unwanted intruders), “goal light” (the setting for watching the big match) and more while showcasing Philips Hue’s voice-control feature.
The ad is well-shot by director Dent De Cuir, carefully crafted to showcase the distinctiveness of each of the hues.
Other spots in the campaign show off its candlelight mode (or, “What mess? light”), “Early bird light” and “Daddy’s home light.” The latter showcases a feature allowing you to set your lights to welcome you home, complete with tracksuit-clad dog.
“Ogilvy Amsterdam have helped us to evolve the Philips Hue sub-brand and define the connected lighting category. This is a truly dynamic and ownable creative platform, perfectly capturing the beauty, playfulness and possibilities of Philips Hue,” Philips Lighting head of global brand communications Bart De Beucker said in a statement. “With the combination of great content and pinpoint communications planning across all digital and social channels, we can target all of our key personas with enjoyable and relevant experiences.”
Client: Philips Lighting Hue – Bart de Beucker, Ozge Suzen, Leonardo Avezzano
Agency: Ogilvy & Mather Amsterdam
Executive Creative Directors: Martijn van Marle, Peter van Rij
Creative Directors: Tolga Bueyuekdoganay, Jacques Massardo, Ross Fowler
Creatives: Nick van Wagenberg, Nevil van Outheusden
Designer: Paul Duijser
Strategy: Kelly Philipse, Johan Karper, Arne Kooke, Joyce Ploegaert
Account team: Edward Phillips, Esther de Kok, Tim van der Sijde, Hilary Solomon
Producer: Swantje Hoppe
Production company: Caviar Brussel
Service Production company: Alibi Films Lisbon
Director: Dent de Cuir
DoP: Damien Acevedo
Editor: Martin Leroy & Gert van Berckelaer
Colour Grader: Emiliano Serantoni
Post: Caviar Brussel
Sound: Stainless Sound
Social media agency: Social.Lab Amsterdam
Media agency: Havas Media