As Close As It Gets – MullenLowe 2023 | Clapboard Ad Archive

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As Close As It Gets - PRISM+ | Clapboard Ad Archive

As Close As It Gets is a bold debut campaign for PRISM+ from MullenLowe Singapore that stakes the brand’s claim in the highly competitive consumer electronics market by dramatizing the immersive potential of its Q Series Ultra Google TV and Symphony Soundbar through a trio of surreal, humorous films that literally plunge everyday viewers into the heart of intense television moments. The campaign’s core idea leverages a sharp insight into the modern viewer’s desire for deeper emotional engagement with content, transforming familiar TV tropes into experiential narratives where a couple in pajamas and an elderly aunty are transported from passive spectators to active participants in scenarios ranging from a rock concert’s sensory overload to the claustrophobic tension of a classic interrogation scene. This creative execution, aligned with what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit, uses exaggerated, surreal visuals as metaphors for the product’s promise: an audiovisual immersion that feels so real it transcends the screen. By doing so, the campaign encapsulates PRISM+’s technological strengths including cutting-edge QLED display technology, Dolby Atmos sound, Dolby Vision imaging, hands-free voice control, and the latest Google TV operating system, all designed to elevate home entertainment into a near-tangible experience. The choice to employ a distinctively bizarre and comedic tone through collaboration with a regional master of surrealist comedy sets PRISM+ apart from conventional tech advertising that often relies on feature lists or straightforward demos, instead making the immersive benefit palpable and memorable through narrative and emotional resonance. Strategically, the campaign targets typical Singaporean TV viewers, grounding its fantastical scenarios in relatable personas and everyday settings to highlight the brand’s ability to upgrade ordinary home viewing into extraordinary, multi-sensory engagement, thus positioning PRISM+ as a premium yet accessible alternative amid established global competitors like Samsung, LG, Sony, TCL, and Hisense. The multi-channel rollout across digital, film, and content marketing platforms reflects an understanding of contemporary media consumption habits, ensuring the campaign’s reach aligns with the brand’s tech-savvy audience. Clapboard rates this campaign 72/100. This campaign matters because it demonstrates how consumer electronics brands can use imaginative storytelling and surreal humor to embody technical innovation, signaling a shift away from feature-heavy messaging toward emotionally charged, experiential communication in technology marketing.

Credits

Client

PRISM+

Agency

MullenLowe Singapore

Production House

FACTORY01

Post Production

THEQUIETLAB

Director

Wuthisak "Un" Anarnkaporn

Executive Creative Director

Ang Shengjin, Daniel Kee

Art Director

Loh Seow Khian, Claudius Keng

Copywriter

Ernest Chin, Ernest Kok, Peh Xin Ying, Yip Su Ann

Director Of Integrated Production

Julie Chua

Account Management

Cho Jia Li

Category Mind Map

48%

The "As Close As It Gets" campaign for PRISM+ positions the brand as a provider of highly immersive audiovisual experiences through its Q Series Ultra Google TV and Symphony Soundbar. The core proposition emphasizes the ability to bring viewers virtually into the heart of action-packed scenarios, transcending traditional screen boundaries and amplifying home entertainment immersion. By showcasing everyday viewers—such as a couple in pajamas or an elderly woman—being transported into intense, familiar TV moments like concerts or interrogation scenes, the campaign highlights PRISM+’s technology promise: delivering exceptional picture quality, advanced sound systems, and seamless smart TV functionality that replicate a near-tangible presence. From a market strategy perspective, the campaign leverages a creative insight centered on the desire for deeper emotional connection and engagement with content, especially in an era where home viewing competes with out-of-home entertainment options. Targeting typical TV viewers in Singapore, the brand taps into relatable personas and familiar television tropes, but flips them by placing the viewers literally inside the narrative, thus dramatizing the product’s immersive capabilities. The use of surrealist comedy by a renowned regional filmmaker adds a distinctive, memorable tone that differentiates PRISM+ in the crowded electronics market. This approach not only entertains but also reinforces the technology’s practical benefits—advanced QLED visuals, Dolby Atmos sound, and voice control—thereby appealing to tech-savvy consumers who value both innovation and experiential engagement at home. The campaign’s multi-channel content execution across digital, film, and social aligns with the consumption habits of its target audience, supporting a holistic brand experience that blends technology performance with emotional resonance.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign fits FORMAT#9 because its core creative device is exaggerated immersion: typical TV viewers are depicted literally plunged into fantastical scenarios—from rock concerts to dramatic interrogations—symbolizing the “as close as it gets” experience of PRISM+’s immersive audiovisual technology. Instead of directly demonstrating features or resolving a problem, the campaign uses surreal, humorous visual metaphors to represent the heightened realism and presence the product delivers, making the benefit palpable and memorable for viewers. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Samsung – Market Positioning Samsung positions itself as a premium innovation leader in the electronics market, offering cutting-edge QLED and Neo QLED TVs with superior picture quality, smart features, and seamless ecosystem integration. It emphasizes high-tech advancements, sleek design, and immersive audiovisual experiences, targeting tech-savvy consumers who demand the latest in performance and connectivity. 2. LG – Market Positioning LG differentiates through its expertise in OLED technology, delivering exceptional color accuracy, deep blacks, and wide viewing angles. Its strategic focus on smart home integration and AI-powered user experiences appeals to consumers seeking premium, cinematic quality with innovative OLED displays and comprehensive smart TV functionalities. 3. Sony – Market Positioning Sony is positioned as a premium brand blending high-end audiovisual performance with advanced processing technologies such as the Cognitive Processor XR. It emphasizes film-grade picture quality, immersive sound, and a strong entertainment ecosystem, targeting discerning consumers and cinephiles who value precision and authenticity in viewing experiences. 4. TCL – Market Positioning TCL competes by delivering high-value TVs combining QLED technology and smart features at affordable price points. It targets budget-conscious consumers who want premium performance without the premium price, leveraging partnerships with Roku and Google for user-friendly streaming and smart TV interfaces. 5. Hisense – Market Positioning Hisense focuses on disruptive pricing strategies, offering competitively priced QLED and ULED TVs with solid performance and smart capabilities. It appeals to value-driven customers seeking reliable technology and large screen options, while expanding brand awareness through innovative marketing and growing global presence in the electronics industry.

Q: What is As Close As It Gets about? A: As Close As It Gets is a 2023 campaign produced by MullenLowe Singapore for PRISM+, a leading consumer tech brand in Singapore. The campaign features a series of three bizarre, humorous, and entertaining films that immerse typical TV viewers—such as a couple in pajamas and an elderly woman—directly into intense, familiar television scenarios like rock concerts and interrogation scenes. This creative approach highlights PRISM+’s advanced audiovisual technology, including QLED TVs and Symphony Soundbars, by dramatizing the immersive experience that brings viewers as close as possible to the action on screen. Q: What creative device does As Close As It Gets use? A: As Close As It Gets employs FORMAT#9 SYMBOLIZE THE BENEFIT from Clapboard’s 12-format taxonomy. This creative device uses exaggerated visuals and surreal scenarios to symbolize the product’s key advantage—in this case, the heightened immersion of PRISM+’s audiovisual technology. Rather than straightforwardly demonstrating features, the campaign places everyday viewers literally inside fantastical TV moments, making the immersive quality of the QLED TV and Dolby Atmos sound system palpable and memorable through humorous and surreal visual metaphors. Q: What is the campaign proposition for As Close As It Gets? A: The campaign proposition for As Close As It Gets positions PRISM+ as a provider of highly immersive audiovisual experiences through its Q Series Ultra Google TV and Symphony Soundbar. Targeting typical TV viewers in Singapore, the campaign dramatizes the brand’s promise to transport users beyond passive viewing into the heart of action-packed content. This approach addresses the market’s demand for deeper emotional connection and engagement with home entertainment, emphasizing exceptional picture quality, advanced sound technology, and seamless smart TV functionality that together create a near-tangible presence. Q: How does As Close As It Gets rank in Clapboard's archive? A: As Close As It Gets holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effective use of surreal comedy and immersive storytelling to communicate PRISM+’s technological innovation and emotional appeal within the competitive electronics market. Q: Who are the competitors in PRISM+'s category? A: PRISM+ competes with several established brands in the consumer electronics space. Samsung positions itself as a premium innovation leader with cutting-edge QLED and Neo QLED TVs that emphasize high-tech advancements and seamless ecosystem integration. LG differentiates through OLED technology, offering exceptional color accuracy and AI-powered smart home features. Sony targets discerning consumers with film-grade picture quality and immersive sound supported by advanced processing technologies. TCL appeals to budget-conscious buyers by combining QLED technology with user-friendly smart TV interfaces at affordable prices. Hisense focuses on disruptive pricing and reliable performance to attract value-driven customers seeking large-screen options.