HONG KONG — Philips, in partnership with TBWAHong Kong, has launched “Philips Sonicare, An Ultimate Oral Care,” a tongue-in-cheek campaign aimed to dispel the belief that all electric toothbrushes are the same.
The campaign features two celebrated local musicians – Hins Cheung and Terence Lam – artists who in the past have been mistaken for one another. Self-proclaimed frenemies in real life, this is the first time the renowned duo have collaborated for a brand.
Netizens have often talked about their strikingly similar appearance – an aspect this campaign deliberately tapped into to drive home the message that “what looks the same may be nothing but.” A trilogy of fun and engaging episodes use their signature playful banter to draw a clever parallel between their likeness and the subtle yet significant differences in the Philips Sonicare range, including AI-powered brushes and Philips’s unique microbubbles technology that personalize oral care.
“The ‘Philips Sonicare, An Ultimate Oral Care’ …