Here’s a beautifully simple idea to promote Philips blenders in Brazil. Rather than trying to persuade people that Philips blenders spin faster or chop finer, Ogilvy went back to the old cliche that it’s what you do with it that counts.

They decided to show that fruit tastes better when it’s blended together – by creating real hybrid fruits.

Philips : Fruit Mashup from Fabio Seidl on Vimeo.

Clients are often wary of ‘selling the category’, preferring to talk about incremental product improvements or meaningless proprietary technologies that only the product managers understand.

Not really sure if this is just a one-off awards stunt or part of a bigger campaign, but well done to Philips for realising the potential of a great category idea. And extra kudos to the agency for getting a guy playing the spoons in there.

Found via Creativity Online