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Campaign Spotlight: F5 launches new campaign for Midea in the Middle East

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SHANGHAI, CHINA — Shanghai-based F5 has launched a new campaign for Midea Aircon in the Middle East, named ‘Love That Protects’. 

The light-hearted ad shows Midea’s beloved polar bear brand mascot and the new Midea Xtreme ProTECH, an innovative antibacterial airconditioner, working together to save a boy’s birthday party from ruin. 

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F5 produced this timely tale for consumers in the Middle East who are still in a state of hyper-vigilance when making sure loved ones have clean, germ-free air at home. 

The agency produced this film remotely and communicated that the new product and polar bear ‘beat dirty air’ to keep loved ones happy and healthy. 

Adams Fan, Chief Creative Officer of F5, remarked, “As a messenger of product information and features to localities, we’ve been introducing Midea’s top-of-mind antibacterial airconditioner to the Middle Eastern market.” 

“With this film, we’re cementing polar bear’s image as the Midea icon and ambassador in people’s mind, heralding joy and warmth to families during such trying times,” added Fan. 

Behind-the-scenes photos from the campaign shoot

CREDITS

Client: Midea 

Spot: “Love That Protects” 

Agency: F5 Shanghai 

Chief Creative Officer: Adams Fan 

Creative Group Head: Kelvin Co 

Senior Copywriter: Sarah de Joya 

Public Relations Head: Pan Gu 

Production Company: B2Y Productions

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