The Launch of Aurea by Philips - A Campaign of Seduction and Desire

AMSTERDAM, August 16 /PRNewswire/ --

- With Photo

Philips unveils the Aurea. The latest and ultimate manifestation of Philips' innovative Ambilight technology, Aurea brings light and color to life in an unparalleled, highly visual and immersive fashion, drawing the audience into the full emotional experience Ambilight offers. The Aurea marks a departure from the world of television as we know it today.

Philips new Aurea experience seduces the senses and brings emotion, luxury and desire into the functional world of technology. The 'Seduction by Light' campaign, in which Philips has invested roughly EUR 50 million, powerfully reflects the full Aurea experience by partnering with the few that have mastered the use of light in the film and fashion worlds. Photographer Vincent Peters, Alber Elbaz for Lanvin, and Paris-based jewelry designer, Lorenz Baumer join film director Wong Kar Wai to create a campaign that uses the concept of seduction by light as inspiration.

Fashion photographer Vincent Peters, famous for his photography in Vogue and with a number of luxury fashion brands, applies his unique talent of using light as an alluring force to create the photography for the Aurea launch campaign. Featuring international top model Rianne Ten Haken, the high fashion print campaign leverages Peters' expertise in manipulating light and creating colorful, seductive images of the new Aurea. An exclusive version of the print campaign shot by Vincent Peters is currently running in the September issues of Vogue in the UK, France, Germany, Italy and Russia as well as Wallpaper.

Peters' ability to make still images come to life makes him the perfect artist to illustrate the desirable qualities of Aurea. Peters says, "The light itself is what creates the emotional access to what you see. The light is always there, but no one ever thinks about it. Light acts as the key protagonist and draws you into the imagery."

To further underline Philips commitment to create a non-traditional, seductive campaign, Philips is also collaborating with the House of Lanvin. Providing an enthralling fashion sense to the campaign, the dresses used in the Aurea imagery are designed by Alber Elbaz for Lanvin. Alber Elbaz is recognized as one of the world's most innovative fashion designers, with Time Magazine including him in their annual "100 most influential people in the world" list this year. From September 2007, Aureas will be displayed in Lanvin stores, adding to the color and light of the boutiques.

Paris-based jewelry designer Lorenz Baumer's expertise is also called upon. His reputation for distinctive pieces that exude seduction makes him a natural fit to design the jewelry used in the campaign. After experiencing Aurea, Baumer said, "The Aurea is filled with innovation, something that all creators strive for, and as soon as you begin to view something on the screen, you become fully immersed in the experience itself."

An entertainment experience creating an emotional experience far beyond normal viewing, Philips has also partnered with creative film director Wong Kar Wai to create a short film, inspired by the concept of seduction by light, which will be shown exclusively on next generation Ambilight televisions. Aurea and the exclusively shot film, will be premiered at IFA in Berlin on August 30.

In the meantime, please visit http://www.seductionbylight.com for more information.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a global leader in healthcare, lifestyle and technology, delivering products, services and solutions through the brand promise of "sense and simplicity". Headquartered in the Netherlands, Philips employs approximately 125,800 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2006, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, personal care and home appliances, as well as consumer electronics. News from Philips is located at http://www.philips.com/newscenter.

Note to Editors:

A picture accompanying this release is available through the PA Photowire. It can be viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk.