SHANGHAI – The brand that aims to cool your homes wants to warm your hearts with its new TV commercial created by DDB Shanghai.
To introduce Midea Comfort Star, or the air conditioner with a human touch because of its newly invented windless technology and 1,096 venting baffle sheets that minimizes wind power, DDB Shanghai’s spot features a touching family scene made more comfortable by Midea’s new offering.
“Most advertisements for Chinese domestic appliances emphasise their high technology element. However, no matter how high-tech they are, if they cannot touch consumer’s hearts, they are futile and worthless. We believe only storytelling with a human touch can win over the audience,” said Twelve Tang, Vice President of DDB China Group.
In line with its healing approach, Midea Comfort Star addresses the common household air conditioner dilemmas such as catching a cold when left on or experiencing inconvenient heat if turned off.
“The healing angle that DDB adopted for Comfort Star TVC has disrupted conventional air-conditioner advertising. The video has been a huge success after being released on online media. It proved that the healing approach works for audience and consumers,” commented Su Rong, Marketing Director of Midea Air Conditioners.
Watch the TVC:
