Daikin uses newborns and parents to sell its ‘best air anywhere’ propostition
Air conditioner brand Daikin is tapping the bond between new parents and their child in its first Australian TV brand campaign which has also been created to translate to international markets.
The brand is claiming it is the first time Roberta Flack song ‘The First Time Ever I Saw Your Face’ has been licensed for an Australian ad, for the campaign created by NZ agency Sugar & Partners and shot by RobbersDog.
The ad shows a number of newborn parents in snowy and hot climates including Sydney, London, Tokyo and Los Angeles, looking after their children and ends with the line ‘Daikin – The best air anywhere’.
It will run in both markets and is meant to focus on different seasons; cooling for the hot Australian summers and heating for the cooler Kiwi winters.
“The challenge was to create a unifying proposition that could really work in any part of the world that reflected Daikin’s global credentials.” says Jeremy Johnston, S&P managing partner.
“While the choice of families and babies may seem a little obvious – it’s actually wildly different for the category which focusses on technology – rather than making an emotional connection.” says Damon O’Leary, joint creative director, “And it really taps into a moment in life when people start to truly think about the purity of their surroundings – the birth of a child.” adds Dave Nash, S&P joint creative director.
Daikin National Marketing Manager Dan Tosh praised the choice of song: “Roberta Flack’s stunning track was the perfect fit – it brought the spine-tingling emotion we were hoping for – while effortlessly telling our heating and cooling story.”
This is the second Australasian campaign Sugar&Partners has produced for Daikin.
Credits:
Sugar&Partners:
CREATIVE DIRECTORS :Dave Nash and Damon O’Leary
MANAGING PARTNER: Jeremy Johnson
ART DIRECTOR: Dave Nash
COPYWRITER: Damon O’Leary
PRODUCER: Esther Watkins
PLANNER: Thinza Mon
GROUP ACCT DIRECTOR: Julianne Hastings
ACCOUNT MANAGER: Dan Hughes
Robbers Dog:
DIRECTOR: Chris Dudman
PRODUCER: Anna Stuart
DOP:Ginny Loane
ART DIRECTOR: Rick Kofed
Blockhead:
OFFLINE/EDITOR: Sam Brunette
ONLINE/EDITOR: Leon Wood
Level 3, Beresford Square, Newton, Auckland 1010, New Zealand
PO Box 68145, Newton, Auckland 1145, New Zealand | +64 9 377 1900 | www.sugarandpartners.co.nz
GRADE/EDITOR: Claire Burlinson
Frd/Coopers:
SOUND: Jon Cooper
MUSIC RIGHTS: Jonathan Hughes
Ends –
For more information please contact:
Dave Nash, 0212464497
dave@sugarandpartner.co.nz
