Pereira O'Dell's Seasonal Campaign for Midea America Features "Mr Grump" Character

Nov. 22, 2023

Pereira O’Dell, creative agency of record for Midea, a major appliance manufacturer, is thrilled to share our latest campaign titled "A Merry Midea Holiday". As the holiday season approaches, Midea is deviating from the conventional joyous gatherings to acknowledge the stress and chaos that often accompany the festivities.

In a world saturated with holiday campaigns emphasizing perfect gatherings, Midea’s approach is rooted in one important cultural insight: during COVID, 70% of people secretly found relief in not hosting holiday events due to stress (source: American Psychiatric Association, 2021).  "A Merry Midea Holiday" addresses the authentic sentiments of stress and disaster associated with the season – however, Midea's uniquely designed kitchen appliances promise to turn even the most pessimistic holiday gathering-goers into festive enthusiasts.

Inspired by "The Grinch That Stole Christmas," the campaign revolves around a holiday “grump” (that’s Mr. Grump to you) navigating the chaos of a family gathering. However, a touch of Midea magic in the kitchen transforms his perspective, showcasing how Midea appliances can make holidays smoother and more enjoyable – melting his ice cold heart.

Pereira O’Dell Executive Creative Director, Juliana Constantino commented: 

“Even the grumpiest holiday guest can’t deny the magic in Midea’s new Christmas commercial. The truth is the holidays can be stressful. In reality, we all get overwhelmed with the idea of large seasonal get-togethers. But thanks to Midea’s magical kitchen appliances, even the holiday skeptic gets into the Christmas spirit.”

 

The campaign will run on Youtube, Meta, Pinterest, Programmatic, SEM, starting on Monday, November 20 through January 31. 

In late 2022, Pereira O’Dell launched “90 Minutes of Air Conditioning” for Midea, which went on to be recognized by Cannes Lions, the ANDY Awards, One Show, and CLIOs. This latest campaign is a continuation of the brand’s strategy to bring humour to the home appliance category, to showcase how their appliances help consumers enjoy more time to themselves.