Philips Debuts Brand Campaign With The Heroic Help Of Spider-Man

Royal Philips is launching its latest Australian campaign. The campaign promotes their belief, “there’s always a way to make life better”.

Aimed at healthcare professionals, it shows how Philips sees healthcare differently. Philips puts people at the heart of health. They look at problems through others’ eyes, finding unexpected ways to improve their health and wellbeing.

“At Philips we start with people. We want to improve people’s lives through meaningful innovation. Our innovative campaign aims to change our audiences’ perception of the brand,” said Philips global head of brand advertising, Eva Barrett.

Philips will launch their campaign with an iconic 90’ TV commercial. It shows how an ordinary person goes to extraordinary lengths to improve the lives of children in a hospital.

“Inspired by a true story, we tell the story of a window cleaner, who dresses as Spider-Man to entertain ill children. He believes that cheering them up helps them recover faster: sometimes laughter is the best medicine. It’s a wonderful example of how empathy and insight into people can make a difference. His ethos reflects ours; and we wanted to celebrate it.”

The TVC is part of a broader campaign which includes a 30 second TVC, out of home, digital and social media. In Australia, there will also be editorial partnerships with the Australian Financial Review and The Guardian Australia. Additional content is hosted on Philips’ visual storytelling platform, ‘Innovation and You’. Here real-life stories are shared how Philips is improving lives, in Australia and around the world.

Philips OOH

The TVC follows the success of ‘The Breathless Choir’, which won a Grand Prix at this year’s Health Cannes Lions. The event brought together people for whom breathing is a constant challenge, and helped them not only learn to sing, but perform at the Apollo Theatre, New York.

“Many people have grown up with Philips, we’re over 120 years old, but most people aren’t aware of the groundbreaking work we’re undertaking in healthcare. We believe in delivering products and solutions that truly put people at the heart of healthcare, and improve patient outcomes. Our Everyday Hero campaign shows how we find new ways to make healthcare better,” Barrett said.

CREDITS

Client: Philips, Global Head of Brand

Advertising Eva Barrett

Creative agency: Ogilvy and Mather London

Creative Director: Gerry Human

Managing Director: Craig Burleigh

Planning Director: Gareth Ellis

Group Account Director: Kate Waugh

Account Director: Orla Mateer

Account Manager: Christy Madden

Media agency: Carat London

PR agency: FleishmanHillard/One Voice

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