Philips Hue hits the screens: bringing connected lighting to the mainstream
The first digital advertising campaign for connected lighting has landed. Philips teamed up with award-winning director Martin Sterling to dramatize the coming of age of the everyday light bulb.
Travelling through its 135 year history, the clip shows how our world has dramatically changed but the light bulb has always been used in the same way. That’s until the birth of Philips Hue marks a milestone in the bulb’s evolution from an object of necessity to something you can use to personalize and transform homes.
Targeted at a mainstream, digitally-savvy audience interested in home décor, pop culture and design, it is currently being aired online, outdoors and on smart TVs in the UK, US and Benelux.
Filip Jan Depauw, Senior Global Director of Connected Lighting, Philips commented: “Light bulbs have largely been left to sell themselves for the last century as there was little new to say about them until now. Hue is shaking up the industry, by empowering people to enrich and improve their lives through light. So showcasing this in a campaign is a natural step forward. Thanks to Philips Hue, the market for light bulbs is getting exciting and changing from one driven by need to one fuelled by desire.”
The connected lighting market is predicted to grow at an annual rate of more than 15% from 2014 to 2020, so look forward to more ads in the future as marketers are tasked to bring the concept of connected lighting to the masses.










