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Atlanta -- Philips Consumer Electronics has launched a holiday consumer advertising campaign that for the third-year in a row is focused on its unique Ambilight flat-panel TV technology, using national Internet, TV, print and movie theater vehicles.
Mike Gay, Philips marketing services director, said the campaign strategy, which this year has been code named "Designed for Movies," stresses Ambilight's benefits to the immersive movie watching experience in the home.
Gay said Ambilight, which offers rear-panel backlighting that surrounds the TV frame with a glow that is synched to match the dominant colors in the scene of the program, is "uniquely positioned to make movies look better."
Consumer surveys, he said, revealed that movie lovers typically are interested in having a "transformative" experience from their home-moving watching.
For that reason, DDB, an Omnicom company, and Philips' in-house creative...