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

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

AMSTERDAM, August 16/PRNewswire-FirstCall/ --

- 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.

Source: Philips

For further information please contact: Nanda Huizing, Philips Consumer Electronics, Tel: +31-(0)20-59-77915, Email: nanda.huizing@philips.com

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