19 Oct Humanizing Your Brand, How Philips is Doing This One Hero at a Time
It’s not every day that you see Spider-Man hanging from your window but for a few sick children, this is their reality. Royal Philips by Ogilvy & Mather London captured this sentiment in a recent marketing campaign in Australia.
The campaign was designed to show the softer side of Philips, a 120-year-old health technology company. Philips wanted to put the focus on the people who use their products. The brand is a household name; though many aren’t aware of the groundbreaking research and advancements the company is undertaking in the healthcare space.
Global head of brand advertising for Philips, Eva Barrett said, “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.”
The ad features a disheveled guy leaping out of bed, rushing through breakfast as he struggles to get his Spider-Man suit on. The camera follows him as he haphazardly makes his way across town, doing many thankless gestures for those around him.
Inspired by a true story, the story follows the day 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 want to celebrate it,” said Barrett. And it’s not just Australia and Philips that are getting in on the trend. Here you can watch other real-life super-hero window washers at children’s hospitals around the US.
This is also the first time in Australia that the brand has promoted a campaign not focused on a product. It features an acoustic cover of Paul McCartney and John Lennon’s “Revolution.”
The ad is part of a larger campaign from Philips with a tagline of “There’s always a way to make life better.” Philips created a visual story telling platform, “Innovation and You,” with additional content that focuses on other unlikely heroes through their real-life stories and how Philips is helping to improve those lives. “The Breathless Choir,” part of the series won a Grand Prix at this year’s Cannes Lions, International Health Festival of Creativity.