Midea Gets 'Merry,' Posits Modern-Day Grinch Coping With Christmas

The Christmas season is often as tense as it is enjoyable. In fact, during Covid, 70% of people secretly found relief in not hosting holiday events, given the stress, according to a 2021 American Psychiatric Association report.

Midea, an appliance maker, recognizes that reality — with a twist. The campaign takes a page from "The Grinch That Stole Christmas."  "A Merry Midea Holiday" campaign, created by Pereira O’Dell, acknowledges the chaos that ensues from social gatherings, with a nod to a cultural favorite.

Rather than a saccharine spot, Midea posits a malcontent coping with a family gathering — and discovering how appliances make demanding moments easier.

“Our latest campaign aims to bring humor and magic back to the holiday season. This campaign demonstrates how Midea’s practical and thoughtful innovations can turn even the grumpiest of skeptics into a festive enthusiast. We are excited to showcase how our products solve some of the most universally held household problems — day to day and in the occasions that come once a year,” Kurt Jovais, president of Midea America, told Agency Daily.



The campaign will run on Youtube, Meta, Pinterest, programmatic and SEM through January 31.

In late 2022, Pereira O’Dell, the brand's creative AOR, launched “90 Minutes of Air Conditioning” for Midea, which won several awards, including a Cannes Shortlist.

"A Merry Midea Holiday" is part of the agency's ongoing approach — bringing humor to the appliance category, while noting how it makes life easier.

The agency's client work includes Mini, Fifth Third Bank, Uoma Beauty, Adobe and IHOP.

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