Philips uses an Elvis tribute artist's mission to get healthier to illustrate the role of its personal health programs in a new online film.
The ad, by Ogilvy & Mather London, launches at Elvis Week in Memphis this week and features Keith Hart, a 45-year-old software engineer and amateur Elvis impersonator who made a series of small lifestyle changes to fulfill his life-long dream of performing on stage as his hero. After six weeks of monitoring his health via Philips personal health programs, such as measuring his steps and calorie consumption, he realizes his goal in Memphis.
The campaign is part of Philips' ongoing effort to shift its image from that of an electronics company to that of a health-tech organization. Gerry Human, global executive creative director at Ogilvy & Mather, said in a statement: "This is an uncompromising campaign, allowing Philips to highlight the very real increase of chronic and lifestyle-related diseases and how they've developed innovations to help guide people to make positive lifestyle choices. We wanted the brand to stand out and remain memorable by showing work that lies inside real-world conversations that their customers are having."