Haier serves up a fresh take on home appliances in new AO-ready TV campaign via TBWA NZ

TBWA\New Zealand and Haier have launched the next evolution of Haier’s Australian Open (AO) partnership campaign – unveiling a new hero TVC and three supporting product films that bring premium appliances to life with a playful, tennis-inspired twist.

 

Building on the earlier OOH work that placed Haier appliances centre-court, the new 30” hero spot brings the action inside the home. The film features an everyday family – and their scene-stealing pets – as the appliances rally through a full “set”, bouncing energy between the oven, dryer and heat pump, while the household cat watches on like a true AO spectator.

The campaign also includes three 15” product-focused spots spotlighting Haier’s flagship fridge, oven and laundry models, all designed to showcase performance in a warm, elevated, entertaining way. The full suite will run throughout the Australian Open across TV, BVOD and social.

Says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand: “Haier is a high-performance brand with a playful side and this campaign hits that sweet spot. By blending product performance with a bit of AO energy and personality, we’ve created work that feels fresh, fun and unmistakenly Haier. It’s the perfect way to bring their AO partnership to life on screen.”

Says Alex Smith, Head of Marketing, Haier Australia & New Zealand: “The Australian Open is one of our most important brand moments. This campaign displays our products in a way that’s appealing and brings our tennis partnership to life with energy and entertainment.

“The AO is a big event for Haier, Australasians, and tennis fans worldwide. Showcasing our appliances in the middle of the action, at the family home (where most people enjoy the Australian Open), it lets us demonstrate performance in a distinctive way. We’re thrilled with how TBWA\New Zealand has captured the energy of the AO and the heart of the Haier brand.”

The campaign is live across Australia and New Zealand from the 5th of January, in the lead up to the Australian Open.

Creative Agency: TBWA
Production Partner: Flying Fish
Director: Matt Bieler
Audio & Sound Design: Franklin Road

 

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel