The online ads, by Ogilvy & Mather London, are meant to change public perception of the brand as Philips shifts from an electronic goods company into a health tech provider.
The "breathless" choir films bring together 18 strangers in New York City, all of whom have chronic respiratory conditions, for a singing lesson with Malone.
The ad ends with the choir performing The Police’s Every Breath You Take in front of their family and friends at the Apollo Theatre in New York, which Philips had rented specially for the choir.
A main film is supported by four additional online videos that focus on a different aspect of the singers’ journey and promotes the use of Philips’ latest portable oxygen concentrator, SimplyGo Mini.
The campaign was created by Laura Rogers and Trevallyn Hall at Ogilvy & Mather, under executive creative director Gerry Human. It was directed by John X Carey.