To tout Philips's new Hue light bulbs--which are connected through WiFi and can dim, change color, and more at the touch of a button--a stop-motion commercial sees a family go through a century's worth of life in their living room. The idea is to shake people from the status quo of using essentially a 19th century design when it comes to their light bulbs.
Says Chris Baylis, creative director at agency Iris Worldwide, "It was always going to be stop motion. It was a style we thought would grab people's attention and get the film shared, and it's a very forgiving technique that allows us to tell a complex story quickly."
The spot was directed by Martin Stirling. Watch below and read more here on Adweek.