BACKGROUND

In 2024, Midea released the "PortaSplit AC" in European markets. Designed to meet consumer needs, this product offers powerful, portable cooling with low noise levels. At the end of 2023, Erling Haaland became Midea’s global brand ambassador, known for his powerful shots and precise goals with Manchester City and the Norwegian national team.

IDEA

Haaland’s blend of strength and serenity—exemplified through his powerful football shots and his “meditation” goal celebration—made him the perfect face for Midea’s PortaSplit AC. The commercial opens with Haaland demonstrating his strength on the field, followed by a tranquil meditation scene. Animation effects emphasize both the "powerful" and "peaceful" qualities of the AC, highlighting its dual benefits. The PortaSplit has been a success in Germany, selling out shortly after release, with Haaland’s endorsement driving impressive sales.