Fujitsu in cold sell

Singapore - Fujitsu will launch an outdoor campaign next week to promote its full range of air-conditioners - the ads show various household objects dressed up in winter wear such as jumpers and cardigans, emphasising the products cooling abilities.

Grey Singapore created the ads which will run in posters, and the agency's CEO, Subba Raju said that with the creative he wanted to "dramatise" the products cooling benefits.

"We've deliberately avoided the hard, technical facts like compressor speeds, cooling capacities and advantages of inverter technology but concentrated on giving the consumer a simple, useful benefit that will engage them," he said.