Bold and Cold: A Unique Approach to Air Conditioning

It has been a while, shoot - more than a while. I've been wanting to write again and found an advert that prompted me to do so. For those who can only accept a piece if it has social or digital components, this isn't not for you. It's no augmented reality campaign, it has no scannable-codes or automatic social check-ins.

What it does have is outstanding writing, exceptional production value and the keen ability to give its respective brand a voice - you know, that old traditional stuff. It takes a bold approach in an industry where the word "bold" probably isn't tossed around much: air conditioning.

It's titled "Summer Hater" and was produced by Del Campo Nazca Saatchi & Saatchi for BGH, apparently a South American electronic company with an air conditioning division. I say apparently because it was difficult to find anything besides blog articles highlighting this ballsy advertising (whoops, someone missed the boat).

It's an oddly beautiful compilation of society on a hot day with a bitter old SOB muttering his hatred toward their ways. Basically, the Grinch meets those who probably used to drink Zima. The framing is brilliant - slightly reminiscent of a Wes Anderson film. The concept is unique and well-executed.

This isn't the first bit of audacity to come out of the agency-client corner. A previous ad featured dads of all ages (and shapes) stripped to their tidies while an in-store campaign once measured shoppers noses to determine if they qualified for a discount. I could only imagine the strategy sessions these ideas were born from.

It takes a strong client/agency relationship to consistently produce bold communications like these.

Enough blabbing, check out "Summer Hater" at AdAge or Creativity Online.