Consumers won’t believe that your product is really good until they see the results of crash tests and, which is much more convincing, participate in them. Most frequently, these experiments are arranged to highlight the possibilities of autos, software or a range of appliances, but such things as lingerie, performance drinks, furniture and men’s courage can get into spotlight as well.

The story of close relationship between brands and cinematography started nearly at the same time as the cinema itself was born—in the beginning of the  movie era, the big companies promoted their products though short clips which were screened before movies. Now it’s not that easy to tell for sure for which product the pioneer ad was created, but according to a range of sources (IMDB is one of them), the first filmed advertising for a today’s global brand was shot for Dewar’s Scotch Whisky (1897). Today, connections between filmmaking industry and brands go beyond this simple presence and include a lot of examples such as much discussed product placement, festival sponsorship and opening cinema clubs, cinema-related advertising campaigns, collaboration with filmmakers on commercials, and creating movies under brands’ supervision.

Is it really possible to love your toothbrush? This is the question that Philips Sonicare team wanted to ask customers and hear the straight and honest answer, something that people say in everyday informal communication, not for the record. But how is it possible to make people say what they really think of the product they use on a daily basis in front of the camera? The answer is obvious — by using a hidden camera.

Philips kicked off a cute campaign to promote its useful gadget, Wake-Up Light, which is an innovative alarm-clock using mild light and sounds to wake the person up. The home appliances maker has previously released a bunch of commercials dedicated to the product, but the new project, «Wake up the Town,» definitely stands out. Philips is taking the challenge of improving the life of a whole Arctic town during the tough period of polar night, when noon is no different than midnight and there is no sunrise and morning light during almost 4 months.

This summer, Philips and the renowned director/producer Ridley Scott launched a global filmmaker competition dubbed “Tell It Your Way” following its Cannes Lions award-winning short-film project “Parallel Lines.” The entrants were given a freedom of expression and could take up any theme they wanted, still there were two strict rules—there had to be the exact six-line dialogue as it was in the Parallel Lines films, plus the entries could last no longer than three minutes. Now, with the selection period being over, it’s time to announce the winners.