Special Group Shows Unrequited Love Is No Barrier For Doing Laundry In New Ads For Haier

Special Group Shows Unrequited Love Is No Barrier For Doing Laundry In New Ads For Haier

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.


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

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