Philips hits the shops with a product that aims to naturalize alarm clocks. The annoying buzzing machines were once invented to cultivate our day/night rhythms, formerly connected to the cycles of the sun. But now they are transformed into some kind of natural phenomenon again. The Wake Up Light simulates a wakeup with a sunrise, when sunlight gradually begins to peek through your closed eyelids. That sends signals to your brain to stop producing melatonin, the sleep-inducing hormone that sometimes seems to kick in at the most inopportune times. This seems to be a much more humane alarm clock than the regular buzzing alarms.
As you would expect their advertising campaign is entirely biomimicmarketing based.