Philips doesn’t make HDTVs like other manufacturers. Before they design or build anything, they study the viewing public, they examine how they watch TV, and how they react to the overall experience. Philips HDTVs are made for the viewer to be totally immersed by the entire sensory experience and not just as a means to display content.
To bring this insight to the masses, Dentsu America developed a mixed media platform aptly dubbed, “Made to Move You.” The campaign launched with a website, PhilipsHD.com, an immersive brand experience for consumers, retail partners and industry insiders, and “Interruption,” a TV commercial about watching TV aimed at viewers who were at home watching TV. The spot used the high-intensity, fast-paced action movie genre to bait the viewer. In an unexpected reveal, we see that the nail-biting, riveting action wasn’t enough to capture the attention of a couple transfixed on their Philips HDTV. It was a natural way to illustrate the blissful focus people have while watching a Philips HDTV.
It was the first TV commercial for Philips TVs since they introduced flat-panel TV way back in 1998.
