The brand looks beyond the common household chore by creating works of art with an iron and steamer.
Johannes Vermeer’s Girl with a Pearl Earring has inspired a novel, a movie, and now, a creative way to show the power of an iron and steamer. Philips Russia, with the help of DDB Moscow, created the spot ‘The Art of Ironing’ to promote the new Azur iron and ProTouch steamer.
The artist starts with a blank canvas–a plain white sheet–and then folds and irons the fabric into some of the most famous Dutch masterpieces, including Rembrant’s Self Portrait with Beret and Turned-Up Collar and Van Gogh’s Self-Portrait with Bandaged Ear. The art is fleeting, as soon as the artist is finished with one recreation, he steams out the work and begins again. While the spot very effectively demonstrates the abilities of the iron and steamer, it’s a shame these portraits didn’t get a chance to hang on a gallery wall– or even a clothes line.
Watch ‘The Art of Ironing’ below:
Compare the ironed work with their originals below: