Mom's Home-Cooked Meals Go to the Office in Campaign for Philips Airfyer

Films by Iris Capitalize on Bond Between Mothers and Adult Children in Asia

Published On
Jul 13, 2015

Editor's Pick

Philips asked two Singapore moms to prepare a home-cooked dish for their adult children using its Airfryer cooker, and then packaged it up and delivered it to their workplaces in this campaign promoting the product. (Not only that, but their kids' colleagues got to enjoy it too.)

Two films made by Iris Singapore promote the Airfryer, which cooks using air rather than fat, with the tagline "Lose the oil, not the love." They make the point that while cooking with air is new, a mother's love never gets old. The brand chose two real-life moms who had never used the Airfryer before, after research showed that older mothers saw the product, launched in 2014, as a potential compromise of their own culinary skills.

The films' emotional impact comes partly from the fact that both moms clearly miss cooking for their kids now that they are grown-up and busy working; Mrs. Kam's son recently got married while Mrs. Noraini's son, seen here, only comes home once a month.

Love expressed through home-cooked meals has been a big feature of recent campaigns; with both Vodafone Romania's Sunday Grannies and this Christmas stunt by Korean insurance company AIA, of which this reminds us.


Jul 13, 2015
Philips Airfryer
Philips Airfryer
Creative Director:
Ed Cheong
Creative Group Head:
Shawn Foo
Sylvester Poh
Adam Yeo
Jessica Chow
Woon Chien Chng
Kenneth Chia
Business Director:
Francessca Babet
Senior Account Manager:
Shinyi Ng
Regional Planning Director:
Mark Hadfield
Alan Cai
Production Company and Post:
Freeflow Productions

Need a credit fix? Contact the Creativity Editors

Project Type