TBWA\New Zealand and Haier have unveiled the next evolution of Haier’s Australian Open partnership campaign with a new hero TVC and three supporting product films that bring appliances to life with a playful, tennis inspired twist.
Building on the earlier OOH work that placed Haier appliances centre-court, the new 30 second 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 Australian Open spectator.
The campaign also includes three 15 second product-focused spots spotlighting Haier’s 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.
“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 unmistakably Haier. It’s the perfect way to bring their AO partnership to life on screen,” said Shane Bradnick, chief creative officer at TBWA\New Zealand.
“The Australian Open (AO) 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,” added Alex Smith, head of marketing, Haier ANZ.
“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.”
