Midea taps F5 Shanghai to launch global brand film

Chinese electrical appliance manufacturer Midea (美的電器) has partnered with agency F5 Shanghai to create a new global brand film, bringing the brand's new philosophy "simply ideal" to life. 

The film showcases Midea’s latest innovations through a story designed to demonstrate how its technology can fit seamlessly into everyday life, bringing the brand’s vision of ideal living to life. It targets “Positive Pragmatists”, primarily aged between 25 and 35, who want reliable, intuitive home technology that saves time, reduces daily effort and makes better living accessible.

“As the world’s number one smart home appliance brand and one of the world’s leading home appliance manufacturers, Midea is entering a new chapter in global brand building. At its heart is a simple belief: ideal living shouldn’t feel complicated," said Adams Fan, chief creative officer of F5 Shanghai.

“Sophisticated technology, AI and engineering may sit behind that promise, but what consumers should feel is a life that is more comfortable, convenient, effortless and natural.” added Jimyi Xu, marketing director of F5 Shanghai. “With Simply Ideal, we wanted to turn Midea’s technological strength into one clear human promise: less complexity and more space for real life. The film shows how technology can work beautifully, quietly and effortlessly in the background."

The campaign has shifted communication from product features to a human-centred brand promise, showing how advanced technology makes everyday life simpler and more effortless. The brand has leveraged universal stories and culturally inclusive imagery to connect with audiences worldwide. The launch has been promoted at IFA 2026 in Berlin, as well as YouTube, Instagram, WeChat channels, and Midea’s global and local social media platforms.

The release follows the official debut of Midea's "Simply ideal" framework at IFA 2026 in Berlin. At the event, the brand showcased its SMART MASTER ecosystem and AI Agent, which enable intuitive interaction across household devices, alongside the Midea Robot, designed to handle cooking, cleaning, and laundry.

Midea also introduced an AI voice-controlled air conditioner during a joint presentation with Microsoft enterprise commercial general manager Cliff Liang, who shared perspective on the next phase of consumer AI.

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