F5 Shanghai and Midea U Window Air Conditioners create the Open and Shut Window Song
Midea U, a new ac unit from the electric appliances giant was just launched. In conjunction, a commercial was released.
Similar to a musical, much happened around a delivery man while he was making delivery of the ac unit. Along the way, the windows around him broke into a song about being “open and shut” while showing the wonderful possibilities of each.
The Midea U has an innovative U-shaped groove design and a unique easy 3-step installation method. Unlike the competitors, windows can still be open and shut once installed.
The product is a result from consumers’ demand in New York where many pre-1960s residential buildings make the installation of split ac units or central ac units too expensive and complicated. So to avoid high labour costs, the Midea U was invented.
Also, traditional window ac units, because of their design, block the window from opening once its installed, thus rendering it useless. And, they are also noisy when in operation. The Midea U directly addresses these consumers pain points.
Karen Zhu, Marketing Manager of Midea Air Conditioning Overseas Business Unit, said, “This advertisement combines Wow Product and Wow Marketing. It is the consistent pursuit of Midea Air Conditioner Overseas Business Unit. We aim to innovate and continue to produce more excellent products for the global market.”
The commercial was created by F5 Shanghai, and produced in the famed Hollywood-supported Nu Buyana Studios. It was directed by the award-winning Kevork Aslanyan, very same person who directed the short film “Getiing Fat in a Healthy Way”. Music credit goes to Sebastián Oliwa and singer Edu Giardina.
Pan Gu, the PR Head at F5, said, “Many of our colleagues have European and American life and work experience. We have employees who speak fluent Italian and Spanish. This allows us to deeply understand the local culture, consumer psychology, and competitive environment. F5 has many overseas partners, including film and television production companies, design companies, event companies, etc., that can readily respond to customer needs. And that’s what we do best, using global learning to help Chinese brands go international. “