Gareth Malone teaches 'breathless' strangers to sing in Philips health tech ad

Gareth Malone, the celebrity choirmaster, is helping people with breathing conditions to become singers, as part of a new campaign for Philips.

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. 

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More