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Philips and TBWA\ HK tap lookalike celebrities to highlight not all electric toothbrushes are the same

HONG KONG – PhilipsIn a relationship with TBWAHong Konghas launched “Philips Sonicare, An Ultimate Oral Care,” a tongue-in-cheek campaign designed to challenge the belief that all electric toothbrushes are the same.

The campaign features two famous local musicians – Hins Cheung And Terence Lam – Artists who have been mistaken for each other in the past. In real life, they are self-proclaimed frenemies, and this is the first time the renowned duo has collaborated for a brand.

Internet users have often commented on their strikingly similar appearance – an aspect that has been specifically addressed in this campaign to convey the message that “if it looks the same, it might actually be the same”. A trilogy of entertaining and engaging episodes uses their trademark playful banter to draw a clever parallel between their similarity and the subtle but significant differences in the Philips Sonicare range, including AI-powered toothbrushes and Philips’ unique microbubble technology for personalized oral care.

“The ‘Philips Sonicare, An Ultimate Oral Care’ campaign leverages the audience’s existing affection for the unexpected celebrity couple, creating the foundation for an authentic story. We even have the two celebrities announce the campaign with interactions between the two on their social media pages to generate anticipation and conversation,” said Chris Cheuk, Creative Lead for the campaign at TBWAHong Kong.

“Philips remains committed not only to advancing the technology behind oral care, but also to improving oral health knowledge to enable consumers, with Hins and Terence, in a lively approach to rethinking the toothbrushes they use,” said Joyce Li, Category Lead, Oral Health & Beauty at Philips Hong Kong.

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