Philips shaves off the ordinary with action-packed Thai campaign

An integrated team from IPG, in collaboration with independent creative studio Heckler Singapore, has launched the "Effortless rush hour" campaign for Philips’ S1000 to S3000 electric shaver series, aiming to redefine male grooming confidence among young Thai men.

The multi-agency campaign, which brought together MullenLowe Singapore, MRM Bangkok, and CraftWW Bangkok, positions Philips’ shavers as essential tools for tackling daily personal, professional, and relationship challenges with ease. The campaign encourages a move away from manual blade shaving, emphasising the effortless precision and speed of electric grooming.

Heckler Singapore oversaw full production and post-production, blending high-octane action filmmaking with comedic elements that place the Philips product at the heart of the narrative. The ad elevates a traditionally conservative category, making the S3000 pivotal to the protagonist’s journey.

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Directed by acclaimed filmmaker Paul Middleditch, "Effortless rush hour" was filmed in a single, action-packed day on the streets of Bangkok, featuring road closures, a professional stunt team, and high-end cinematography. The storyline follows a man caught in a grooming emergency: late for dinner with his partner’s parents and still needing to shave. What follows is a gravity-defying sequence through Bangkok traffic, alleys, and street vendors, culminating in a perfect shave thanks to the Philips S3000.

"Our Effortless rush hour campaign is designed to drive awareness of and encourage conversion to electric shaving as an affordable, seamless and high-performance shaving solution to help Thai men feel confident and prepared. We are pleased with how this campaign in Thailand conveys cohesively the key strengths of the Philips S1000 to S3000 series, while steeped in deep cultural understanding of how Thai men perceive shaving, refinement, and professionalism," said Joost Oosterveld, regional marketing director for shaving, Philips.

The campaign’s success relied on the collaborative expertise of IPG’s agencies. MullenLowe Singapore led strategic communications, creative conceptualisation, and production oversight; MRM Bangkok provided local cultural insights; and CraftWW Bangkok managed production across Thai and global assets in partnership with Heckler.

Jonathan Ng, group account director at MullenLowe Singapore, commented: "As a multi-country, multi-agency effort, we are excited to offer Philips a dedicated team bringing specialist expertise from across our IPG network in an integrated solution - from MRM Bangkok’s deep understanding of the Thai cultural context, to CraftWW Bangkok’s production that has resulted in an ad that feels both distinctly Thai and universally resonant. We look forward to continuing this collaborative approach with Philips to ensure a unified brand story while staying locally relevant."

"I love this campaign - it’s smart, bold, entertaining and highly original. We approached the shoot like a blockbuster. The camera becomes a character, chasing and immersing the viewer in the rush. We used a combination of Arri Alexa and phone footage to achieve ultra-high resolution with dynamic agility, allowing us to get angles and compositions that feel alive and completely visceral," director Middleditch added.

The ad draws visual inspiration from films such as Extraction and the Bourne series, transforming an everyday shave into a high-stakes cinematic experience. Sound design, with a custom-built cinematic soundscape, amplifies every revving engine, honk, and near-miss moment.

Middleditch highlights the humour underpinning the campaign: "The genius of this idea is in its layered humour. We play it completely straight. The more seriously we shoot the action, the more absurd and hilarious it becomes that it’s all built around a man shaving. That’s what makes it memorable."

"Philips dived into bold new creative territory with the S1000 to S3000 series, and bringing their vision to life was a product of both craft and passion. Heckler was an instrumental partner in the journey and, along with director Paul Middleditch, helped us create a film that exudes the energy and verve of the Philips brand," MullenLowe Singapore creative director Mark Fillon added.

The "Effortless rush hour" ad has been broadcast across all online and social channels, turning the simple act of shaving into an exhilarating experience that blends style, humour, and high-octane action.

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