An integrated team from Interpublic (IPG) group has launched the Effortless Rush Hour campaign for the Philips S1000 to S3000 series, positioning Philips’ electric shavers as essential tools for young Thai men to take on all manner of daily challenges – personal, relationship and professional. This is a collaboration with independent creative studio Heckler Singapore.
The multi-agency campaign was a joint effort among IPG specialist agencies MullenLowe Singapore, MRM Bangkok and CraftWW Bangkok. It aims to shift grooming behaviour, particularly among generation z Thai men, encouraging them to switch from the hassle of manual blade shaving to effortless confidence with electric shaving.
Heckler handled full production and post-production, blending high action filmmaking with a comedic edge that puts the product front and centre. The ad takes a traditionally conservative category and flips it on its head – delivering a truly original spot where the Philips S3000 is not just featured, it is pivotal to the hero’s journey.
Directed by acclaimed filmmaker Paul Middleditch, Rush Hour was shot in one action-packed day on Bangkok’s streets, complete with road closures, a professional stunt team, and high-end cinematography tools. Set against a bustling city commute, the film follows a man during a grooming emergency: he is late for dinner with his partner’s parents and still needing to shave. What follows is a gravity-defying action sequence in which our hero defies traffic, time, and common sense, all while achieving the perfect shave thanks to the speed and precision of the Philips S3000.
The integrated IPG team brought together the diverse experiences of three agencies across global disciplines. MullenLowe Singapore strategic communications planning, creative conceptualisation and production supervision to delivery. MRM Bangkok provided local validation, insights and creative resonance, while CraftWW Bangkok managed production across the Thai and global assets, along with production partner Heckler.
Visually inspired by films like Extraction and the Bourne series, the spot pushes the boundaries of product storytelling – turning a simple morning shave into a pulse-pounding, white-knuckle race through Bangkok’s alleyways, signage, and street food sellers. Sound design also played a major role, with a custom-built cinematic soundscape amplifying every revving engine, honk, and moment of near disaster.
The Effortless Rush Hour ad for Philips electric shavers was broadcast on all online and social channels.
