Background
Ipsos Global Trends 2024 found that people are refocusing on what they can still control. Midea therefore asked: as technology advances, what kind of life should it create?

With 2025 revenue of RMB 458.5 billion, including RMB 195.9 billion overseas, up 16%, Midea needed a proposition capable of taking it from product export to global brand building.

Idea

On September 5, 2026, at IFA Berlin, Midea introduced its new global brand philosophy: Simply Ideal.

SIMPLY is the way to reach the ideal, focusing on what matters, removing unnecessary complexity and making advanced technology effortless to use.

IDEAL is not a luxury or a showroom fantasy. It means “better living for real life”: reliable performance, thoughtful design and natural experiences accessible to every family.

This philosophy reflects the purpose behind SMART MASTER, AI ECOMASTER and SPACE MASTER: making machines adapt to people.

Execution

The film premiered at IFA before launching across Midea’s global social channels.

Its defining principle was restraint. Warm wood, soft whites and natural light replaced bold colours and exaggerated movement. Products blended into the architecture, while negative space created a feeling of ease.

Performances were equally understated: a child reacting to a cake, a couple exchanging a glance and a dog sleeping beside a washing machine. Happiness emerged through small, natural moments.

The film was featured by Ads of the World and covered by Campaign Brief, MARKETECH APAC and Branding in Asia.