Creative agency F5 Shanghai has created a new global brand film for Midea, bringing the brand’s new philosophy, “Simply Ideal,” to life.
“As the world’s No. 1 smart home appliance brand and one of the world’s leading home appliance manufacturers, Midea is entering a new chapter in global brand building,” said Adams Fan, Chief Creative Officer, F5 Shanghai.
“At its heart is a simple belief: ideal living shouldn’t feel complicated.”
“Sophisticated technology, AI and engineering may sit behind that promise, but what consumers should feel is a life that is more comfortable, convenient, effortless and natural,” added Jimyi Xu, Marketing Director, F5 Shanghai.
Midea officially introduced “Simply Ideal” earlier this month at IFA 2026 in Berlin.
Credits
Client: Midea
Agency: F5 Shanghai
Project Lead: Shane Su
Chief Creative Officer: Adams Fan
Marketing Director: Jimyi Xu
Production Company: F5 Shanghai in-house
Director: Kevork Aslanyan
Art Director: Shanshan Hu
Editor: Seb Hou
