Daikin ad

Video:

http://www.youtube.com/watch?v=JRbjVNbTo04

Product:

This is an ad for a Daikin heat pump which has intelligent properties.

On face value:

In this ad, the All Black hero Dan Carter is in the position of a heat pump, lying up on the wall, looking down on a couple who live in a very nice house. It seems like they have the best of everything and don't have a problem with having the heat pump turned on even though the sun is streaming in and they are wearing light clothing.

The couple walk in and have a random chat on the sofa. But during this conversation the woman keeps looking up at Dan on the wall. Then the couple walk into another room and she gives Dan one more look, then it shows the heat pump on the wall.

The final shot shows Dan (now standing upright) saying a bit of guff about intelligence and the telephone number.

Effect:

I think this ad does boost the profile of Daikin. With their competitors also claiming they have intelligent heat pumps too, Daikin have gone in a different direction having Carter (who in other ads only wears underwear). One competitor has Stephen Fleming who was arguably the best NZ Cricket captain ever who gives an aura of intelligence. Another competitor has a bald guy with glasses who also gives the appearance of intelligence.

Positives: Brand recognition. If I was in the market for a heat pump I would have to consider Daikin, but I wouldn’t consider it anymore intelligent than what the competition is offering.

Negative: Very cheesy ad. Dan's grin won't appeal to everyone.

Question: Is the woman in lust with Dan, or the heat pump?