The Experts in Air

TV Commercial Review

Heart or Humor


The advertising agency Connecting Plots creates an interesting campaign for Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA). Under the slogan “The Experts in Air,” the advert builds on the engineering heritage and innovation. Tony Rogers directs the 30-sec advert through Guilty.

“Air conditioning isn’t a particularly exciting purchase for anyone, and the way the category advertises is formulaic and incredibly rational,” says Dave Jansen, Co-Founder & Creative Partner at Connecting Plots. “Hopefully, this gives people something different to think about so that when the day comes to purchase A/C, we’re the brand they think of.”

“This work continues our journey of pushing MHIAA to be more distinct in a category of sameness,” says MHIAA Executive Marketing Manager, Jenny Perello. “The Experts in Air platform has already delivered strong growth for the business with a significant increase in sales YTD.”


Client: Mitsubishi Heavy Industries Air-Conditioners Australia
Marketing Manager: Jenny Perello
Marketing Coordinator: Glen Alcock
Marketing Coordinator: Rebecca Vitetta

Creative Agency: Connecting Plots
Co-Founder / Creative Partner: David Jansen
Creative Director: Chris Johnson
Strategy Director: Tim Collier
Client Partner: Gemma ap Geraint
Integrated Project Director: Gemma Barr
Senior Writer: Steve May
Senior Art Director: Scott Sparks
Design Director: Joe Davies-Griffith
Senior Motion Graphic Designer: Victor Rodriguez
Senior Integrated Producer: Bonnie Ledsam

Production Company: Guilty
Director: Tony Rogers
Producer: Jason Byrne
Line Producer: Victoria Schaw
Production Coordinator: Jack Davies
DOP: Joey Knox
Casting: Chameleon Casting
Offline: Tim Parrington
Grade: Edel Rafferty
Online: Jon Holmes

Music and Sound: MassiveMusic Sydney
Composer: Adrian Sergovich
Sound Designer: Damian Waddell
Sound Producers: Ian Lew & Georgia Yuncken

Media Agency: Speed

The Experts in Air advert

The experts


Good execution.

Heart or Humor7.0
Reader Rating: ( 0 vote ) 0

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