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ANDY Awards

Creative Award
New York, United States
Midea - "90 Minutes of Air Conditioning (117s)" by ANDY Awards 2023

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Title90 Minutes of Air Conditioning (117s)
Agency
Campaign 90 Minutes of Air Conditioning
Advertiser Midea
Brand Midea
PostedApril 2023
Business Sector Windows, Locks, Alarms, Fireplaces, Hot & Cold Ventilation
Media Type Digital
Length
AI Description The advertisement by Midea unfolds on a hot summer day in New York. It opens with imagery of a blazing sun over city skyscrapers, signifying the intense heat. The words "Every summer, New Yorkers will go to any movie just for the air conditioning" appear, capturing the city's tradition of using cinemas as a refuge from the heat. A line of diverse individuals, mingling and conversing, waits outside a movie theater showing "90 Minutes of Air Conditioning." Inside, the audience is shown laughing, relaxing, and enjoying the cool air, some indulging in popcorn and drinks. The climactic reveal is a close-up of a Midea air conditioner unit, showcasing the focus on cooling comfort. The ad humorously promotes the idea that the true benefit of a cinema visit is the air conditioning, cleverly implying that Midea provides this comfort reliably at home.
Executive Creative Director
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