Five thematically linked short films–showcasing the ability of Philips television sets to bring the wonder of cinema to consumers’ living rooms–are making their mark online as the centerpiece of a global campaign, “Parallel Lines,” created by DDB London and Philips in association with RSA Films.
The quintet of films, which debuted online earlier this month, shares a common bond–the same single piece of dialogue–yet are distinctively different from one another otherwise.
RSA’s directors were challenged to respond to this single piece of dialogue (“What is that? It’s a unicorn. Never seen one up close before. Beautiful. Get Away, get away. I’m sorry”) and more than 45 submissions were received. The five groundbreaking short films produced have genres ranging from drama, action, animation, to sci-fi and thriller by the five film directors: Greg Fay, Johnny Hardstaff (from RSA sister shop Little Minx), Carl Erik Rinsch, Jake Scott and Hi-Sim.
Neil Dawson, DDB London’s chief creative officer for Philips, said, “By creating a single piece of dialogue for 5 very different films we’ve created a tie that binds the films into a truly unique experience and single-mindedly communicating that whatever the content, a Philips television is the only way to watch it.”
The five films are:
• Darkroom, directed by Hardstaff. Set in a retro future Shanghai, Darkroom opens on a covert surveillance operative as he searches for his criminal quarry. Scanning a polluted city skyline, we see through his technology as he zooms ever deeper into a distant apartment and through the imaginative use of reflections and technology begins to unravel a sinister secret. Through this voyeuristic journey we are led to a climax with dramatic consequences.
• The Hunt, directed by Scott. The Hunt follows two men on a trail to find the ultimate prey. In the eerie woodland something lurks; a mystical creature. Soon we will find that the hunters may well become the hunted.
• The Gift, directed by Rinsch. This sci-fi thriller introduces us to a dystopian future. It’s a winter’s day in Moscow, but the familiar landscape is not all it seems. An experienced KGB agent is on his way to deliver a special gift. Expressionless and giving the aura of emptiness, the lone man makes his way across the city. As the secret of the gift is unveiled to the recipient, the desire for the object becomes evident. The agent must have it. Even at the cost of a man’s life. A high octane chase through Moscow ensues as the dead man’s robotic butler tries to rescue the precious gift. It must not be left in the wrong hands.
• El Secreto de Mateo, directed by Fay. In this heart warming tale set in the underprivileged tower blocks of South America, a boy shows a young girl to a room with a secret. The girl is introduced to a donkey which the boy tells her is a unicorn. Delight and fulfilment fills the young girl as she is left to feel the magic of this moment in a life that has offered her so little. This joy is short lived as we are shown the difficulties of growing up as bullies taunt the pair. The boy stands up for his younger friend. Afterwards though, it all seems too much as the brave boy is left to cry quietly in the corner. Unaware of her friend’s pain, the girl returns her attention to the beauty of the animal.
• Jun & the Hidden Skies, directed by the Hi-Sim duo of Chris Hawkes and Cheun Hung Tsang. Through animation Hi-Sim transports us into the playful imagination of siblings Jun and Aco. We are instantly rushed from the children’s attic into space as a cardboard box transforms into a spaceship. This fantasy adventure excites as our heroes find themselves in the midst of a space battle resulting in the capture of Aco. Jun is left to fall from the skies before being saved by a fire breathing dragon. Jun and his new friend blow away the enemy as the plight to save the captive Aco gathers pace.
Interactive dynamic
“Parallel Lines” is an interactive through-the-line campaign with a strong focus on social media. DDB worked closely with a number of agencies on the campaign including Tribal DDB Amsterdam, Unit 9, Carat and Omnicom‘s OneVoice.
Social media lies at the heart of the campaign and with DDB, Tribal DDB Amsterdam have created an online experiential site showcasing the content through a Philips ‘Ambiplayer”–a special online media player which recreates the effect of Philips’ unique Ambilight technology, best understood as surround sound for eyes. The Ambiplayer will have special interactive features allowing users to interact with the immersive light, picture and sound experience of Philips’ Televisions.
Since the teaser release on February 26, thousands have become fan of Parallel Lines on Facebook (www.facebook.com/philipscinema) and viewed the official trailers on YouTube. By becoming fan of the campaign on Facebook, users continue to get access to additional exclusive content such as director interviews, stills, and behind-the-scenes clips.
On April 8, a “Parallel Lines” masthead in widescreen 21:9 cinematic format premiered on YouTube’s homepage in seven markets. It directs consumers to a dedicated Philips Cinema channel where they can watch the “Parallel Lines” trailer in HD quality on Philips widescreen 21:9 Ambiplayer. It is the first time a 21:9 cinematic format media player has ever been used on YouTube.
The outreach is also embodied in a contest challenging budding filmmakers to create a sixth “Parallel Lines” short. Judged by filmmaker and RSA founding partner Ridley Scott and in association with BAFTA, the “Tell It Your Way” competition will give consumers worldwide the opportunity to submit an original short film based on the same dialogue used by the directors from RSA. The winner will gain a week’s work experience at RSA offices in Los Angeles, New York or London. The competition entries will be hosted on a branded YouTube channel and will feature public voting rounds. Finalists will be judged on various criteria including creative storytelling, use of dialogue, and technical achievement.
The five thematically linked films are available to view online at www.philips.com/cinema. (For a taste of the campaign, Dark Room can be viewed here.)
Utah Leaders and Locals Rally To Keep Sundance Film Festival In The State
With the 2025 Sundance Film Festival underway, Utah leaders, locals and longtime attendees are making a final push — one that could include paying millions of dollars — to keep the world-renowned film festival as its directors consider uprooting.
Thousands of festivalgoers affixed bright yellow stickers to their winter coats that read "Keep Sundance in Utah" in a last-ditch effort to convince festival leadership and state officials to keep it in Park City, its home of 41 years.
Gov. Spencer Cox said previously that Utah would not throw as much money at the festival as other states hoping to lure it away. Now his office is urging the Legislature to carve out $3 million for Sundance in the state budget, weeks before the independent film festival is expected to pick a home for the next decade.
It could retain a small presence in picturesque Park City and center itself in nearby Salt Lake City, or move to another finalist — Cincinnati, Ohio, or Boulder, Colorado — beginning in 2027.
"Sundance is Utah, and Utah is Sundance. You can't really separate those two," Cox said. "This is your home, and we desperately hope it will be your home forever."
Last year's festival generated about $132 million for the state of Utah, according to Sundance's 2024 economic impact report.
Festival Director Eugene Hernandez told reporters last week that they had not made a final decision. An announcement is expected this year by early spring.
Colorado is trying to further sweeten its offer. The state is considering legislation giving up to $34 million in tax incentives to film festivals like Sundance through 2036 — on top of the $1.5 million in funds already approved to lure the Utah festival to its neighboring... Read More