Agency: Droga5 London


Droga5 London, a part of Accenture Song, has created a humorous new commercial for Philips Airfryer, which sees leftover vegetables sing a rock opera to get a family to use food from the back of the fridge and transform it into a tasty new meal.

Food waste is a significant global issue that lives in every home. In the Netherlands alone, 33.4 kilos are wasted per year per person. That’s the equivalent of 138 euros. With six in 10 (60%) Dutch households owning an Airfryer, Philips is committed to helping every home reduce food waste.
In a category where fresh and delicious ingredients are heroes, Philips champions forgotten fruits and vegetables and shows how their Airfryers can help breathe new life into them.
The 30-second online ad features an ageing courgette, aubergine, and red pepper belt out a rock ballad from inside a fridge in an attempt to stop the dad of the family from replacing them with new vegetables. Through the lyrics, they urge him to eat them instead because, despite their wrinkled appearance, they can still be transformed into tasty family dishes with the help of a Philips Airfryer.
The commercial ends with the family sitting down to eat a delicious meal made using leftover vegetables, with the end line: “#AirfryBeforeYouBuy”.

The film, which combines humour with purpose, aims to change people's unsustainable behaviour with a sustainable solution by inspiring them to discover the potential of the food they already have in their kitchen with Philips Airfryer before buying new food.

The rock ballad was specially composed by Andrew Sherman.
The global ad, directed by Eros Vlahos through production company MindsEye, premieres on September 25 and will run online in the Netherlands and Australia across social media platforms, Facebook, Instagram, and YouTube for six weeks. The campaign will also be seen in out-of-home activations during the first two weeks, starting September 25 and ending October 8.

This professional campaign titled '#AirfryBeforeYouBuy' was published in United Kingdom in September, 2023. It was created for the brand: Philips, by ad agency: Droga5 London. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 7 months ago.


Client: Versuni
Trix van der Vleuten, Thijs Hoogenboom, Gabi Rutter, Remco Broeckx
Agency Droga5 London
Chief Creative Officer Shelley Smoler
Group Creative Director Matt Hubbard
Creatives Alex Robson, Flo Russell, Ellie Keyes, Chip McCoy
Chief Strategy Officer Damien Le Castrec
Planners Tamara Conyngham, Eloise Sykes, Clemency Beale-Collins
Account Management Josh Morgan, Gabi Dwek, Jamie Roston, Yemi Greene
Agency Producer Peter Montgomery, Manon Reese, James Plaxton
Agency Stills Producer Katerina Gharraph
Head of Design Stephanie McArdle
Designer Liz Bisoux
Photographer Robert Billington
Director Eros Vlahos
Production company MindsEye
Producer Archie Johnston Stewart
Editor Flaura Atkinson at Stitch
Post-production ETC
Composer Andrew Sherman
Artists Butter Music and Sound
Publisher Eagle's Nest (SESAC)
Sound Design 750mph
DoP Matthew Emvin Taylor


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.