DDB Shows Philips Is More Than TV, Stereos

BOSTON Dutch technology firm Royal Philips Electronics this week launched a $100 million global campaign via Omnicom Group’s DDB, the company said.

The effort introduces the new theme “Sense and simplicity,” which replaces Philips’ 10-year-old “Let’s make things better” slogan.

One TV spot features a man with a Southern accent talking about “ambient light” technology. The camera slowly pulls back to reveal that he is only partly inside a TV-type box, driving home the point that viewers want to see the whole picture, even what’s in the corners and not immediately apparent.

“In Europe, Philips is a lot better known to a lot of people,” said Graeme Slattery, director of brand communications at Philips Electronics North America in New York. “People tend to see us as just a company that makes TV and stereos.”

The campaign aims to tout all Philips product lines, including its medical systems, lighting and semiconductors. Items featured in the initial ad salvo include Philips’ FlatTV with Ambilight, HeartStart home defibrillator and Nexperia, a group of semiconductor products.

In the U.S., 30-second TV commercials are running on network and cable stations. Print ads are appearing in business magazines and newspapers.

Philips spent about $110 million on advertising last year and roughly $22 million through June 2004, per TNS Media Intelligence/CMR. DDB in New York handles the business.