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Philips brands converge

Published on .

Philips Consumer Electronics on Thursday night launches its largest ever, estimated $40 million to $50 million TV campaign to introduce a newly merged U.S. brand--Philips Magnavox--and position the company as an emerging leader in digital products.

Three 15-second teasers will run for three weeks. Three ads breaking the week of Oct. 20 introduce a new spokesman, a 77-year-old actor portraying a "wise man," to promote the power of new technologies, with the campaign focused through yearend on a new TV Internet terminal.

It's the first consumer effort since Philips named Euro RSCG as global agency and picked Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, to do U.S. ads.

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