MIDEA AMERICA LAUNCHES FIRST-EVER U.S. BRAND CAMPAIGN WITH ACTOR AND COMEDIAN SAM RICHARDSON AS FICTIONAL “CHIEF IDEA OFFICER”

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The spots teach Consumers How to say the Midea brand name when presenting the product line

PARSIPPANY, NJ, June 13, 2022 /PRNewswire/ — Today, Midea America Corp. announced the launch of its first ever cross-platform US brand campaign. The creation centers around the concept of a fictional “Chief Idea Officer” (CIO) played by the actor and comedian Sam Richardson popular TV series “The Afterparty” and “Veep”.

The campaign includes a 60-second hero spot that debuts Wednesday June 15 across streaming platforms and social media along with three additional 30-second spots appearing later this month. Each video spot shows how the company’s innovations are uniquely attributed to the alleged Chief Idea Officer, Richardson, who surprisingly appears in customers’ living spaces and other environments, referring to each Midea product as “My-Idea ” – a variation of the pronunciation of the mark. In the videos, the self-proclaimed CIO tries to take credit for all the smart innovations the brand has launched, such as the Midea U-shaped air conditioner designed to reduce noise, the Midea Cube dehumidifier that allows more time between having to empty and the front-loading Midea dryer with Dynamic Vibration Control, much to the surprise of engineers and consumers, while teaching viewers to say Midea as Mɑɪ’dɪɑ – a sound similar to “My Idea”.

“As the new fictional Chief Idea Officer of Midea, I am thrilled to bring these scenarios to life, where every product is inspired by ‘My-Idea’,” said Sam Richardson. “The spots are funny and clever while introducing audiences to this awesome brand and the right way to pronounce it. We shot these spots over three days and I must have said Midea around 10,000 times – making it an unforgettable experience if I say so, because I collaborated with the brand on their first American campaign.”

Achieve more than a billion dollars sales in the United States in 2021 alone, Midea, with over 50 years of industry experience and a global presence as one of the world’s largest manufacturers, produces and specializes in home appliances intelligently designed, including dehumidifiers, residential air conditioners, fans, refrigerators, washing machines, dryers, dishwashers, etc. Midea’s one-of-a-kind U-shaped Inverter Window Air Conditioner – the Midea U – that stays put when consumers open and close their window, co-stars in spots as Richardson promotes its ability to create calm and perfectly cool sleeping environment. Viewers will also laugh and learn when Midea dehumidifies a living room during a heated televised sporting event, all thanks to ideas the brand has turned into a device consumers can enjoy.

“This campaign is designed to introduce the Midea brand to American consumers and teach them how to say our name with confidence,” said Kurt JovaisChairman of Midea America Corp. “With Sam’s charming comedic delivery, our campaign not only helps everyone understand how to pronounce ‘Midea’, but also shares many of the reasons why consumers will want our innovative products at home. We hope consumers will find our products in-store, they will choose one of our devices knowing the surprisingly user-friendly solutions they offer, while keeping the light comedy of the campaign in mind.”

Midea developed its first campaign in partnership with its new referral agency, a full-service advertising agency, Pereira O’Dell.

“With this campaign, we’re mocking the trend of big corporations hiring celebrities as C-level creative executives, who then expect us to believe they were actually responsible for coming up with the ideas themselves. themselves.” said Nick Sonderupexecutive creative director, Pereira O’Dell. “We all know that they just take credit for ideas, not actually create them. So we created the Chief Idea Officer who does exactly that – takes credit for ideas at Midea by saying that “They’re ‘my idea’. Ultimately, he really teaches the country how to say the brand name.”

For more information on Midea and its comprehensive portfolio of devices, please visit midea.com/us.http://www.midea.com/

ON MIDEA AMERICA
Midea America Corp. is an American subsidiary of the Midea Group (SZ: 000333), a publicly traded company, Fortune 500 and the world’s leading manufacturer of home appliances. With over 150,000 employees and a presence in over 195 countries, including United StatesMidea products touch the lives of millions of people and families through air treatment, refrigeration, laundry, small and large kitchen appliances, water appliances, floor care and lighting.

Midea America has its headquarters at Parsippany, New Jersey and has a Research and Development Center Kentuckyas well as an emerging technology center in California. Midea understands that home is a special place and that the moments people spend there are precious. The Midea brand promise to all of its US customers is to provide amazingly user-friendly solutions to cherish those little moments at home. Therefore, the company creates innovations in household appliances, which not only fulfill a function, but have a significant impact for those who use them. For more information, visit Midea at midea.com/us.

SOURCEMidea America Corp.

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