Mitsubishi Electric Takes Cool Approach (Of Course)

Mitsubishi Electric Cooling and Heating is launching a national campaign targeting “tech-driven comfort seekers.”

The integrated TV, online and print campaign from Brunner, Atlanta, is titled “Shades of Comfort.” The aim is to differentiate Mitsubishi’s “Zoned Comfort Solutions” from its competitors’ “one size fits all” cooling and heating.  

Consumers likely to respond to the campaign are those using advanced but simple-to-use home solutions to create a comfortable experience. Media centers on TV networks such as DIY and HGTV, plus similarly focused online. Additional B2B targets are home remodelers and contractors, and distributors. 

For the ad, Brunner constructed a complete, full-sized, home—color-coded and cut in half—to showcase the different temperature controls a family needs.



Two 30-second ads pan uninterrupted from room to monochromatic room (four rooms in one spot; five in the next).Online, four videos, each about :60, home in separately on: mom’s yellow kitchen; dad’s blue den; grandma’s coral sunroom; and hot aunt Cindy’s turquoise boudoir (“this chick does not break a sweat”).

To film, Brunner had two huge (22’ x 35’), two-story, open-faced home cross-sections built and decorated (inside an enormous car auction warehouse), so that there would be no need for CGI,and so that the characters could interact with their surroundings, even as the camera tracks seamlessly from room to room.

Mitsubishi Electric Cooling and Heating, based in Suwanee, Ga., is the U.S.’s largest manufacturer of ductless heat pumps and variable refrigerant flow products, with over $500 million in annual sales.

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