PHILIPS "Reverse"

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What if you can reverse your mess and speed up your clean up?

To showcase the capability of the 360 degrees suction nozzle,
we let our protagonist did a product demo in an unexpected way.
Plus, a branded content featuring Singapore's re-known KOL, Xiaxue.

Every Singaporean has complained about the shrinking HDBs in recent years. And specifically for Philips, that has created the steadily increasing shift from canister vacuum cleaners to handheld stick vacuums. This posed a huge threat to Philips’ market leader position for floor care as their closest competitor, Dyson, has been driving the stick vacuum category.

As such, in 2018, Philips has developed a market-leading product - faster, better and stronger than the Dysons of the world. But, we needed people to believe it.

To differentiate themselves from Dyson’s strong design and innovation message, Philips wanted to focus on resonating with consumer pain points.

Our insight later tested through focus groups showed that as you move into adulthood and eventually parenthood, you spend most of your life cleaning up after others. And there’s never any fun in cleaning.

Equipped with this insight, we endeavoured to create the most fun cleaning ad you’ll ever watch, to showcase that with Philips, cleaning up is so quick and easy, it could be fun.

To bring the campaign to life, we enlisted Singaporeans’ #1 fun mom, Xiaxue to relive the days where she was the one making the mess instead of cleaning them up. We invited her and her son, Dash, on a playdate to make the wildest mess possible, complete with confetti and sparkles. And with a plot twist, reversed stereotypical homemaker roles and got her husband to do the cleaning up, showcasing the speed and ease of the SpeedPro Max along the way.

But what was important was that we reversed roles and elevated her husband, Mike as the protagonist of our story-telling instead of traditionally using a prominent influencer for their high reach. By leveraging Mike and his initial disdain towards cleaning, followed up by a surprise and eventually delight towards the chore, it really proved that cleaning was so intuitive and easy with the Philips SpeedproMax.

With that, we went beyond using overexposed influencers just for their following and inauthentic endorsement of the products, but instead used Xiaxue and Mike’s personality and character to mirror the satisfaction that you can get from a quick and easy clean, powered by the Philips vacuum. And instead of a product demo, what consumers got was a simple idea brought to life in an engaging and fun video to watch, to resonate with and to laugh alongside with.