A sign of the changing times: Tribal DDB persuaded Philips to launch an international movie theater-proportioned TV set brand with a digitally focused campaign that embodied the cinematic experience the Philips Cinema 21:9 is selling.
The film jury at the Cannes Lions International Advertising Festival agreed that’s the way forward by awarding their commercial the Film Grand Prix, which has traditionally gone to the world’s best commercial.
Check it out on the link “Carousel” it as amazing.
“Film for many years was the pinnacle of a business that has changed,” said Richard Bullock, a film juror and executive creative director of 180 Amsterdam. “An idea is no longer manifested in a single TV ad. We’re a bigger and more eclectic mix. Film is now one of the tools.”
Interactive work is changing, and is no longer just about considering something a success because it spreads virally around the world.
“It’s not just about the cat that can play the piano,” Mr. Bullock said.
David Lubars, film jury president and chairman-chief creative officer of BBDO North America, described the Grand Prix-winning “Carousel” as a “magnet.” Shot in one long cinematic take that ends, or begins again, with the opening shot of a cop with a gun, “Carousel” pans a frozen moment in an attempted armored-car heist gone wrong. It’s a brilliant film by itself, and becomes a film-within-a-film by rolling over the cursor at certain points to see how the film was made or to see a demo of the Philips Cinema 21:9 TV, he said.
“It’s only going to get bigger,” Paul Gunning, CEO of DDB Worldwide, said after the film press conference. “We’ll take the idea and make sure it extends into all the platforms. We’re looking at the best ways we can take something consumers have clearly latched onto and make it more portable.”
Gary Raucher, head of integrated marketing communications and VP of Philips consumer lifestyle, said “Carousel” was viewed online 500,000 times in the first two-and-a-half weeks, and has had more than 1 million visitors to Philips.com since its April launch, although many more have watched it on YouTube and other video sites.