Mitsubishi Electric Builds a Home of Monochromes. It's to Cool


For its first major work for new client Mitsubishi Electric Cooling and Heating, USA, Suwanee, Ga., advertising agency Brunner, Atlanta constructed a complete, full-sized, home--color-coded and cut in half--to showcase the different temperature controls a family needs. The integrated TV, online and print campaign is titled "Shades of Comfort." The brief was to separate Mitsubishi's "Zoned Comfort Solutions"TM from its competitors' "one size fits all" cooling and heating.

Two TV?:30s pan uninterrupted from room to monochromatic room (four rooms in one spot; five in the next).?Online, four videos, each about :60, home in separately on: mom's yellow kitchen; dad's blue den; grandma's coral sunroom; and hot aunt Cindy's turquoise boudoir ("this chick does not break a sweat").

The consumer target is "tech-driven comfort seekers," i.e., those using advanced but simple-to-use home solutions to create a comfortable experience. Media, rolling out May through August, centers on TV networks such as DIY and HGTV, plus similarly focused online. Additional B2B targets are home remodelers and contractors, and distributors.

To film, Brunner had two huge (22' x 35'), 2-story, open-faced home cross-sections built and decorated (inside an enormous car auction warehouse), so that there would be no need for CGI,?and so that the characters could interact with their surroundings, even as the camera tracks seamlessly from room to room.

Creative credits go to Brunner chief creative officer Rob Shapiro and director Bernie Roux of production company Alkemy X, New York.

Mitsubishi Electric Cooling and Heating, based in Suwanee, Ga., is the U.S.'s largest manufacturer of ductless heat pumps and variable refrigerant flow products, with over $500M in annual sales.

Brunner is a full-service advertising agency with offices in Pittsburgh and Atlanta. Other clients include GlaxoSmithKline, Cub Cadet, Bob Evans, Huffy, GNC, YellaWood, Care USA, Mars, Phillips Healthcare, Crock-Pot, Mr. Coffee (Jarden Consumer solutions).

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