Midea has launched its first U.S. brand campaign. The concept is centered on a fictional ‘Chief Idea Officer’ played by actor and comedian Sam Richardson of HBO’s “Veep” and Netflix's “The Afterparty”.
The campaign depicts how all of Midea’s surprisingly friendly innovations are solely attributed to ‘CIO’ Richardson, who appears in consumers’ homes, pointing out every Midea product as “My-Idea”.
Midea believes that home is a very special place, and the moments spent there are precious. The brand’s credo is to provide a wide range of surprisingly friendly products that uplift consumers’ mood - just like Richardson does with his performance as CIO.
Much to the surprise of engineers and consumers alike - the CIO takes credit for all of those surprisingly friendly innovations, such as the Midea U window air conditioner and its unique U-shaped design allowing to almost totally close the window and keep the noise ‘outside’ the home, the Midea Cube with three times the capacity of traditional dehumidifiers that consequently reduces the number of times needed to empty the water tank, and when not in use, is twisted and shrank into a storable-friendly size, and Midea’s Front Load Washer with DVC (Dynamic Vibration Control) that significantly reduces vibrations, and hence minimizes the undesirable noise throughout the home.
