Ad Nut
Jun 14, 2020

MMGB: The real reason the Mona Lisa is smiling?

It's because of a "windless" air conditioner, according to this ad for Midea by F5 Shanghai.

The above TVC for Midea air conditioners has some fun with the creation of the world's most famous painting. Turns out Leonardo was responsible not only for capturing the lady's enigmatic smile but also for putting that smile on her face in the first place—following a bit of mechanical inventiveness.

The TVC, which launched this week and is airing mainly in Italy and Spain, was directed by Alessandro De Leo and produced by Section80 in Milan under the supervision of F5 Shanghai. The product in question is Midea's new BreezeleSS+ air conditioner, which provides cooling while being "windless", according to the company.

Ad Nut prefers extra-windy ACs, but to each their own.

In any case, it's a fun ad that explains the key feature and provides some good chuckles.

Ad Nut certainly likes it a lot better than a 2019 film from the same brand (but a different agency), which Ad Nut decried as "hollow opportunism" and "gross" (see "What's Paola Antonini's inspiring story doing in this air-con ad?"). 

CREDITS

Title: Sad Mona Lisa
Client: Midea
Creative Agency: F5 Shanghai
Chief Creative Officer: Adams Fan
Project Manager: Pan Gu
Creative Director: Danny Low
Senior Copywriter: Enzo Wu
Production Company: Section80
Film Director: Alessandro De Leo
Cinematographer: Karim Andreotti
Executive Producer: Marco Orlando
Production Manager: Rocco Marcandino
Producer: Caterina Colombo
Asst Producer: Nina Martina Leo

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

(This article first appeared on CampaignAsia.com)

Source:
Campaign India

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