Philips launches campaign for app-controlled lightbulbs

Royal Philips has released a campaign to push its new range of digitally-connected lightbulbs.

Iris created the campaign, called "how many years does it take to change a lightbulb". The campaign’s centrepiece is a film showing how little the lightbulb changed since it was first demonstrated in 1879 – that is until Philips Hue’s range of LED lights were released, allowing people to control the tone and brightness of their lights through apps.

The ad was released online yesterday and will air on smart TVs in the US, UK and across Benelux beginning later this month. The media was purchased using real-time bidding.

The work was created by Matt Hallett, Pete Sanna and Matt Weston, led by Chris Baylis, and the ad was directed by Martin Stirling through Unit 9 and Iris.

Chris Baylis, Iris’ executive creative director, said: "We’ve created a film that you want to watch over and over again, and then pass on.

"It’s an idea that starts conversations, gets people remembering what they grew up with, and gets them thinking about how quickly technology has changed and enhanced their lives.

"Now it is lighting’s turn to change and transform their lives and homes."