The challenge in advertising air conditioners lies in consumers typically relying on the brand recommended by contractors installing the unit. 

The 'Experts in Air' campaign establishes Mitsubishi Air Conditioners with a distinct and memorable brand personality. The goal is to prompt consumers to specifically request Mitsubishi by name when they ask a contractor for a quote.

Inspired by the expertise and finesse of a wine sommelier, the advertising concept pushes the boundaries of air exploration, positioning Mitsubishi as the ultimate authority in the realm of air.

The campaign runs across TV, BVOD, YouTube, radio, social, online, POS, and owned channels, working closely in collaboration with media agency Speed.