Leftover vegetables sing a rock opera for Philips Airfryer. It’s a fun and unignorable commercial by Droga5 London in a category that usually isn’t either, with a message that’s perfect for tight household budgets right now – airfry older veg instead of throwing them out to give them new life.
Food waste is a significant global issue that lives in every home. In the Netherlands alone, 33.4 kilos are wasted per year per person. That’s the equivalent of 138 euros. With six in 10 (60%) Dutch households owning an Airfryer, Philips is committed to helping every home reduce food waste.
The rock ballad for AirfryBeforeYouBuy was composed for the campaign by Andrew Sherman.
The global ad, directed by Eros Vlahos through production company MindsEye, premiered on September 25 and will run online in the Netherlands and Australia across social media platforms, Facebook, Instagram, and YouTube for six weeks. The campaign will also be seen in out-of-home activations during the first two weeks, starting September 25 and ending October 8.
Trix van der Vleuten, head of global brands and marketing strategy at Versuni, stated, “We know that consumers prioritise immediate, tangible actions over distant future visions. They want concrete solutions and actions which can contribute to a more sustainable society today. In this campaign, we are integrating creativity, innovation and purpose into a tangible act of change; inspiring consumers by showing them that a Philips Airfryer can help both the planet and your pocket – making change accessible, limiting food waste whilst maximising taste, and turning houses into homes.”
Shelley Smoler, chief creative officer at Droga5, added, “Philips Airfryers give us permission to show that all those forgotten vegetables haven’t passed their prime. And what better way than getting them to sing a rock opera to make people fall for them? It is always great to show that a light-hearted campaign can change people’s perceptions and, in doing so, make a real difference.”
Credits
Client: Philips Domestic Appliances
Client Team: Trix van der Vleuten, Thijs Hoogenboom, Gabi Rutter, Remco Broeckx
Agency: Droga5 London
Chief Creative Officer: Shelley Smoler
Group Creative Director: Matt Hubbard
Creatives: Alex Robson, Flo Russell, Ellie Keyes, Chip McCoy
Chief Strategy Officer: Damien Le Castrec
Planners: Tamara Conyngham, Eloise Sykes, Clemency Beale-Collins
Account Management: Josh Morgan, Gabi Dwek, Jamie Roston, Yemi Greene
Agency Producer: Peter Montgomery, Manon Reese, James Plaxton
Agency Stills Producer: Katerina Gharraph
Head of Design: Stephanie McArdle
Designer: Liz Bisoux
Photographer: Robert Billington
Director: Eros Vlahos
Production Company: MindsEye
Producer: Archie Johnston Stewart
Editor: Flaura Atkinson @ Stitch
Post-production: ETC
Composer: Andrew Sherman
Artists: Butter Music and Sound
Publisher: Eagle’s Nest (SESAC)
Sound Design: 750mph
DoP: Matthew Emvin Taylor
