Philips has launched a new ad spot to pay tribute to the "heroes" who make barbecues possible, at the expense of their own enjoyment. Called "Saved by the Grill", the campaign looks to promote Philips’ Smoke-less Indoor Grill as the solution to their troubles.
The campaign was created iris Singapore and features three 30-second films, titled "The Man with the Fan", "The Weather Woman" and "The Anxious Firestarter". According to the agency, the iris team wrote the stories of these characters and their frustrations with a touch of wry humour, to resonate with the local audience.
“Through the films, we hope to show how the Smoke-less Indoor Grill makes barbecues easier and more convenient than ever, and spark a new trend of indoor barbecue gatherings,” Canice Koh, marketing manager at Philips Singapore, said.
“The campaign was conceptualised and narrated with a clear intention to resonate with what people love and hate about barbecues. Anyone who watches the films will see themselves or their friends and family in it, because they are so relatable," Boo Wei Yi and Pearlyn Ong, senior creatives at iris Singapore added,.
Client: Philips Singapore
Agency: iris Singapore
Marketing manager: Canice Koh Kheng Siang
Senior marketing executive: Luo Yanfang
Executive creative director: Ed Cheong
Creative lead (Art): Boo Wei Yi
Creative lead (Copy): Pearlyn Ong
Creative (Art): Chng Woon Chien
Business director: Francesca Babet
Senior account manager: Linda Avriani
Account executive: Chiam Ning Rong
Senior planner: James Honda-Pinder
Junior community manager: Rebekah Anthony
TV producers: Tasmin Vosloo & Jenni Stiebel
Production house: Big Blue Production