Haier has launched its innovative TwinTaskerTM dual drum washing machine via Special Group Australia in a national campaign.

In a series of films that will show on TV and through digital channels, a pair of flatmates are introduced, and one of them has been firmly put in the friend zone.

While Dan and Lucy have been living together for quite a few years, Lucy has no idea that Dan is hopelessly in love with her.

Embracing an optimistic outlook, Dan seeks any chance he can get to spend time with Lucy – even using the opportunity to do his laundry alongside Lucy as a way to win her over. They do everything together, but not together together.

Special Group managing partner Cade Heyde said: “We wanted to make sure this campaign didn’t get lost in the clutter and dreariness of the category, but rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that’s frankly, dominated by selling features.”

Oliver Anderson, senior brand manager at Special Gorup, added: “We wanted to explain the innovation of this award-winning product, but without the usual techno-babble that accompanies new product launches.

“It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to-earth humour in what is traditionally a rather stark appliance industry.

“So, how do you communicate two independent direct drive motors and wash cycles in a way that is relatable and funny? For us it was clear: ‘Together. But not together together’.”

The campaign launched on Sunday and will run nationally on TV, outdoor and via social with five films.

CREDITS

Creative agency: Special Group Australia

Executive creative directors: Matty Burton and Dave Bowman

Creatives: Ben Alden and Michael Dawson

Planning partner: Dave Hartmann

Executive producer: Paul Johnston

Print producer: Laura Midalia

CEO: Lindsey Evans

Managing partner: Cade Heyde

Account director: Michelle Braslin

Client: Haier Australia

Head of marketing: Kara May

Senior brand manager: Olivia Anderson

Assistant brand manager: Lisa Cooke

Production: Revolver

Director: Trevor Clarence

Managing director/ executive producer: Michael Ritchie

Executive producer: Pip Smart

Producer: Nicole Crozier

Editing: ALTVFX

Sound: Rumble Studios

Photography: Ian Butterworth

Media agency: Slingshot