Midea Aircon’s recent campaign has taken on a different approach by infusing the element of Chinese kungfu.
Partnering with DDB Group China, the light-hearted kungfu-themed ad features a teenager doing a Shaolin flip in the air to snatch the aircon remote control from his mother.
The spot then introduced the unique energy-saving mechanism of its air-conditioners. By pressing the “ECO” button on the remote, its intelligent eco function translates to cost-savings at one kilowatt per night.
“In a typical Chinese household, the battle of the remote control is common. In China, two, three or even four generations live under one roof. So it’s not uncommon for the younger generations to be at odds with their parents or even their grandparents over living habits,” said Twelve Tong, vice president, DDB China Group.
“Every Chinese knows about kungfu. With this Midea TVC, we’re bringing out the Bruce Lee in everyone. Be like Midea, my friends, intelligent and flexible,” added Tong.
The TVC will be launched on China’s CCTV primetime channel from 1 March until May 2016.
Client: Midea Aircon
Agency: DDB Group China
ECD: Adams Fan
Copywriter: Jana Chen
Art directors: Rebecca Liang, Allen Wang
Account director: Lei Hu
Producer: Cherry Wang
Film director: Julien Ayrault