iris uses the unsung heroes of Singaporean BBQs for Philips Smoke-less Indoor Grill
From school holidays to birthday celebrations, there’s always a good reason for food-loving Singaporeans to gather over a sizzling grill. But at barbecues where food is the star, the real MVPs often go unnoticed. With ‘Saved by the Grill’, Philips pays tribute to the long-suffering heroes who make BBQs possible at the expense of their own enjoyment, and presents the Smoke-less Indoor Grill as the innovative solution to their troubles.
iris Singapore created the campaign featuring three 30-second films, titled ‘The Man with the Fan’, ‘The Weather Woman’ and ‘The Anxious Firestarter’.
Each candidly-written spot was inspired by real, very Singaporean experiences. The iris team rewrote the stories of these familiar characters and their frustrations with a touch of wry humour, to resonate with the local audience. Whether they’ve slaved over a smoking grill, had their BBQ ruined by rain or faced the stressful, uphill task of starting the fire, everyone can engage with the campaign on social media by sharing their personal stories hashtagged with #MoreGrillLessSmoke.
Canice Koh, Marketing Manager at Philips Singapore, said, “Through the films, we hope to show how the Smoke-less Indoor Grill makes barbecues easier and more convenient than ever, and spark a new trend of indoor barbecue gatherings. By giving our unsung heroes the spotlight they deserve while staying relevant with a topic close to the hearts of Singaporeans, we wish to once again fire up conversations about our meaningful innovations that bring people together.”
Boo Wei Yi and Pearlyn Ong, Senior Creatives at iris Singapore said, “We found it interesting that there are unofficial roles played by certain individuals at barbecues, who actually suffer so everyone can enjoy the occasion. That gave us the opportunity to bring the Smoke-less Grill’s versatility and functionality into play. The campaign was conceptualised and narrated with a clear intention to resonate with what people love and hate about barbecues. Anyone who watches the films will see themselves or their friends and family in it, because they are so relatable.”
Credits – Executive Creative Director: Ed Cheong
Creative Lead (Art): Boo Wei Yi
Creative Lead (Copy): Pearlyn Ong
Creative (Art): Chng Woon Chien
Business Director: Francesca Babet
Senior Account Manager: Linda Avriani
Account Executive: Chiam Ning Rong
Senior Planner: James Honda-Pinder
Junior Community Manager: Rebekah Anthony
TV Producers: Tasmin Vosloo & Jenni Stiebel
Production House: Big Blue Production
Client: Philips Singapore
Marketing Manager: Canice Koh Kheng Siang
Senior Marketing Executive: Luo Yanfang