updated 04:10 pm EDT, Thu August 16, 2007
Philips Aurea teaser
Philips has started a high-profile hype campaign for a new product set to be released later this year. Simply known as the Aurea, little is known except that it is a plasma or LCD set based on Philips' Ambilight technology, which surrounds a TV with colored lighting that matches the tone of supported movies. Philips would prefer people focus on its "Seduction by Light" advertising campaign, which is costing the company €50 million (over $67 million US), and features photography by Vincent Peters, a short film by Wong Kar Wai, and a tie-in with the Lanvin chain of fashion stores. Philips should start providing more concrete information about the Aurea on August 30th.