A new TVC created by DDB Mudra for Philips Energy-Efficient Lighting uses a familiar experience of being afraid to sleep with the lights off to communicate its message.
The film opens on a kid tucked in bed. His mother is just about to walk out and turn off the light, when the kid stops her and says, “Mummy.” The mother goes back to him and sings him a lullaby while caressing him, and the kid eventually falls asleep. When she leaves the room however, the light in the child’s room comes back on. The voiceover says that sometimes, it isn’t so easy to switch the lights off, which is why Philips Energy Efficient lighting offers bright light, with savings.
Commenting on the brief, Vivek Sharma, head – marketing, Philips Electronics India said, “The brief given to Mudra was simple – touch upon the emotional importance of Lighting in people’s lives and at the same time bring out the energy saving benefits of lighting. We asked them to create an engaging ad that is not a run-of-the-mill product functionality focused ad. We wanted the ad to make an emotional connect with the viewer through real life instances rather than talk only about the functional benefits of the product.”
On the new campaign taking forward Philips' brand positioning of 'sense and simplicity', Sharma explained, “Philips has always been an innovator, offering simple solutions that make sense for the consumers. Saving energy is not a scientific or a complicated job and that is what the new ad conveys. The ad uses a simple, real life situation to communicate a simple way of saving energy. Thus, the ad delivers a simple message in a clutter breaking way.”
Watch the TVC
Client: Philips Electronics India Limited
Creative Agency: DDB Mudra
Creative Director(s)/ Team: CD: Neville Shah, CCO: Bobby Pawar
Production House: Nirvana Films Director: Prakash Verma
Exposure: TV, Print, OOH, In-store branding