Ogilvy and Philips’ new ad shows how to deal with the heat of pressure

Ogilvy’s latest campaign for Philips shows how brand ambassador Alia Bhatt deals with the heat of pressure. Not too much, not too little. It takes just the right heat, the right pressure – to shine beautifully, is the message of a new campaign conceptualised by Ogilvy for Philips’ Hair Straighteners. The right heat helps us shine in life. Hair, too, needs just the right heat to shine beautifully. This ‘right heat’ is what the new Philips ThermoProtect Hair Straightener promises. Through a life parallel, Philips’ new campaign seeks to highlight a unique product promise.

The story is told through Alia and her dance teacher. In her attempt to nail a dance performance, Alia is seen dealing with the heat of pressure. It is only when her coach gives her ‘just the right heat’ is she able to perform with perfection. Similarly, only when her hair gets ‘just the right heat’, thanks to the straightener, does it shine with perfection.

Ritu Sharda, Chief Creative Officer, Ogilvy India-North, elaborated, “Through this film we wanted to put forth a truth about life. The truth that not all kinds of heat or pressure is bad. It’s all about finding that sweet spot. This especially holds true in a relationship between a teacher and a student. This is what we have tried to reflect in our film.”

Watch the ad film:

https://www.youtube.com/watch?v=eqR2kum5a6g

The central campaign idea uses this life analogy to tell the viewer about the new Philips ThermoProtect Hair Straightener – a product that judges the right heat for damage-free straightening.

This campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as influencer-led digital engagement.

Campaign Credits:

Client: Philips

Agency: Ogilvy

Chief Creative Officers, Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak

Chief Creative Officer, Ogilvy India-North: Ritu Sharda

Creative Team: Shailender Mahajan, Kingshuk Dey, Aastha Gandhi, Srikanta Behera

Account Management Team: Atif Rahman, Rohit Sachdev, Saumya Sahni

Planning: Rohitash Srivastava, Vandana Nath, Anupama Verma

Production House: The Magic Box

Director: Abhishek Varman