Imagine being unable to sing because it's hard to even breathe. That's what 18 people in this film have endured. From collapsed lungs to 9/11 related illnesses, asthma and COPD, their daily lives are hard because of respiratory illnesses. Not being able to express themselves through the joy of singing is an added hardship.
Launching today, which is World COPD (Chronic Obstructive Pulmonary Disease) Day, breathless choir took eighteen people suffering from respiratory diseases and put them under the tutelage of Gareth Malone, a choirmaster famed for getting the most unlikely people to sing, with the aid of Phillips' oxygen concentrator (POC), SimplyGo Mini. This innovation allows people with severe respiratory problems not only to live, but to live healthy and active lives.
This group of unlikely singers ends up putting on a performance at none other than the Apollo Theater. Their song of choice? The aptly named "Every breath you take," by The Police.
Touching without being cynical, this positions Phillips as being an innovator in technology with a human purpose. Great stuff.
Client: Phillips
Agency: Ogilvy
ECD: Gerry Human
Creative team: Laura Rogers & Trevallyn Hall
TV Producer: Ruth Darsow
Managing Director: Craig Burleigh
Business Director: Kate Waugh
Planning Partner: Gareth Ellis
Global Head of Brand Communications, Philips: Eva Barrett
Director: John X Carey
Choir Master: Gareth Malone
D.O.P: Ed David
Editor: Philip Owens
Music Post Production: Peter Mitchell
Sound Audio: Soundsquare, Prague
Engineer: Pavel Rejholec
Post House: UPP Prague
TK Op: Ondrej Stibingr
Flame Op: Jaime Aguirre
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Touching without being cynical? Really? This toe-curling and entirely predictable monstrosity is exactly what's wrong with advertising today: a completely cynical attempt by a brand to draw positive attention to itself by capitalising on the misfortune of others. Rent the Apollo theatre to make it seem like its a big deal (when in fact the theatre was empty other than a few friends and family), spend a bomb with the agency to make a 'touching' production and then pepper the result all over social media. If Philips really cared about these people, fine. But this is purely a branding exercise: the whole thing set up to create the illusion that Philips is heroic, rather than Philips having to do anything actually meaningful. The only thing of substance here is the marketing budget.
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Permalink" If Philips really cared about these people, fine."
Did you miss the part where they actually make the breathing apparatuses to keep these people alive? They are Portable Oxygen Concentrators. This one in particular is the GoMini which is so light and portable, you can you know, leave the bed and take a class to learn how to sing. You don't think what Phillips is doing is meaningful? Would you rather we don't celebrate people who have endured pulmonary diseases, lest they feel, I don't know, good about themselves?
Since you're so against it, tell me, how would you sell this product? I am on the edge of my seat waiting to know.
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