Mitsubishi poke fun at wine sommeliers in playful air-conditioner ads, via Connecting Plots

Mitsubishi Heavy Industries Air-Conditioners Australia wants consumers to know that air exploration is a lot like wine pairing – or to at least laugh at the lofty comparison.

The latest campaign, via Connecting Plots, has their ‘air experts’ pushing air exploration to a ridiculous degree, sniffing canters of air (and cash), donning lab coats, and generally having fun in what MHIAA say is traditionally a “pretty conservative category”.

“We understand that most Aussies are only in the market for an air-conditioner a few times in their life, if ever and that the brand affinity seen in other product categories isn’t as strong,” said MHIAA Marketing Manager, Jenny Perello.

“So why not have some fun in what is usually a pretty conservative category and grab the attention of immediate and future customers so they can make an informed decision when the time is right?”

Connecting Plots founding partner Dave Jansen added: “Over the past three years, we’ve built on ‘The Experts In Air’ platform with a unique brand of humour to unashamedly claim category-leadership.

“When in doubt, you ask an expert and with their heritage and awards, that’s exactly what MHIAA are – our job is to convey that in a fun and compelling way that helps them stand apart.”

The campaign is running across TV, BVOD, YouTube, radio, social, online, POS and owned channels.


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