# Shushing Blowdryer Ads The Philips ActiveCare 2300 Hairdryer Campaign Lulls Babies to Sleep By Meghan Young | Published 2012-09-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/philips-activecare-2300-hairdryer References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/philips-shhhhh/) & [ogilvy](http://www.ogilvy.com/) The [Philips](https://www.trendhunter.com/trends/the-pain-payback) ActiveCare 2300 Hairdryer ad campaign shows that this product does more than simply dry hair. It can also be used to help lull babies to sleep. As the tag line reveals, this brand's hairdryers come with a "built in shhhhh factor." Perfect for those times when a classic lullaby fails, it also provides a warm companion. Not to mention that it will also ward away scary ghosts and toys. Conceived and executed by the [Ogilvy & Mather](https://www.trendhunter.com/trends/hiders-keepers) ad agency in Warsaw, Poland, the Philips ActiveCare 2300 Hairdryer ad campaign proves that many [everyday objects are versatile](https://www.trendhunter.com/trends/spa-styler), especially in unexpected ways. It was art directed by Dominik Przerwa and Joanna Biernacka with creative direction by Jan Majle. Adorably photographed by Jacek Kołodziejski and postproduced by OKO Piotr Hołubowicz, the set was designed by Zuza Sowińska. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 51% | Activity: 38% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Alpha, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Versatile Everyday Objects:** The Philips ActiveCare 2300 Hairdryer ad campaign exemplifies how everyday objects can be versatile in unexpected ways, presenting opportunities for innovative product development. - **Multi-functional Home Appliances:** The campaign highlights the potential for home appliances, such as hairdryers, to serve multiple purposes beyond their traditional functions, opening up avenues for disruptive advancements in the industry. - **Innovative Baby Soothing Solutions:** The use of the hairdryer to help lull babies to sleep in the Philips ActiveCare 2300 Hairdryer ad campaign showcases the demand for innovative, safe, and effective baby soothing solutions in the market. ### Where This Applies - **Advertising:** The creative execution of the Philips ActiveCare 2300 Hairdryer ad campaign by Ogilvy & Mather demonstrates the potential for disruptive innovation in the advertising industry. - **Home Appliances:** The campaign emphasizes the need for disruptive innovation in the home appliance industry to create multi-functional products that cater to diverse consumer needs and preferences. - **Baby Care:** The incorporation of the hairdryer as a soothing tool for babies opens opportunities for disruptive innovation in the baby care industry, introducing novel ways to calm and comfort infants. ## Related on Trend Hunter - [Oceanic Sleep Soothers](https://www.trendhunter.com/trends/angelcare-magical-dreams-bobby.md) - [Ultra-Fast Near-Silent Hair Dryers](https://www.trendhunter.com/trends/highspeed-hair-dryer.md) - [Adaptive Hair Dryer Tech](https://www.trendhunter.com/trends/pilot-ai-hair-dryer.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Powerful Sci-Fi Hair Dryers](https://www.trendhunter.com/trends/dualmotor-hair-dryer.md) - [AI-Powerd Smart Haircare Appliances](https://www.trendhunter.com/trends/smart-haircare-appliances.md) - [Soothing Baby Sleep Apps](https://www.trendhunter.com/trends/baby-napper.md) - [Infrared Light Hair Dryers](https://www.trendhunter.com/trends/airlight-pro.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md)