Midea – 90 Minutes of Air Conditioning

During a heat wave New Yorkers will literally go see any movie just for some sweet, sweet AC. So Midea made a whole movie just for them. Welcome to the longest product placement in the history of film – 90 Minutes of Air Conditioning

Last month, heat records were set in several cities across the U.S.,* including New York City, which boasted the hottest July on record with temperatures reaching 90 degrees or higher ten times in July.** New Yorkers will go to ridiculous lengths to escape the heat and seek refuge in cool air, including spending a leisurely afternoon at the delightfully air conditioned local movie theater. It doesn’t matter what’s showing as long as it’s cool, and on Wednesday, August 17, New Yorkers will get the chance to watch the coolest film of the summer at Village East by Angelika where appliance leader Midea America, is premiering a 90-minute film of their best-selling U-shaped Inverter window AC unit, the Midea U.

To highlight the need for better AC, Midea shot a feature length film of an air conditioner visual as it cools an NYC apartment. It’s that simple; it is an entire 90 minutes of cool. As theatergoers watch the Midea U in action, they will be treated to 90 minutes of a refreshingly cool air conditioned theater during what has been one of the hottest summers on record, along with free popcorn and crisp cold soda.

Full Movie

Credits
Campaign: 90 Minutes of Air Conditioning
Production Co: Barrelhouse
Director of Content Production: Josh Diaz
Line Producer: Rob Cristiano
Director: Brody Bernheisel
DPs: Noah Fowler, Darin Quan
Post Producer: Michael Giron
Lead Motion Graphics Designer – Brady Lowery
Mix & Sound Design: Joel Hopper
Colorist: Nick Sanders

Agency: Pereira O’Dell
PJ Pereira – Creative Chairman
Rob Lambrechts – Chief Creative Officer
Mona Gonzalez – President, East
Nick Sonderup – Executive Creative Director
Fernando Passos – Creative Director
Julie Rutigliano – Creative Director
Cain Luke – Copywriter
Monica Andrade – Art Director
Eduardo “Dudu” Gomez – Head of Art
Luis Bacellar – Design Director
Gabriel Iatchuk – Designer
John Redmond – Brand Strategy Director
Breanne Brock – Director of Communications Strategy and Media, East
Stewart Goossens – Media Supervisor
Erin Shanahan – Director of Brand Management
Erica Black – Brand Director
Melanie Christian – Brand Supervisor
Darbi Fretwell – Executive Producer
Kasia Olczak – Producer
Shirley White – Director of Business Affairs
Stephany Stinson – Manager of Business Affairs

Midea Group:
Andre Quadra – Senior Director Brand Marketing
Myles Jordan – Senior Manager Digital Marketing
Susan Lanza – Senior Manager Trade Marketing
Deborah Santos – Marketing Manager
Jaclyn Dygos – Manager Digital Marketing
Dalton Ryan – Assistant Manager Content Creation