Campaign SpotlightPress Release

Pereira O’Dell’s grumps up Christmas with seasonal campaign for Midea America

NEW YORK, USA — Pereira O’Dell, creative agency of record for Midea, a major appliance manufacturer, is thrilled to share its latest campaign titled A Merry Midea Holiday. As the holiday season approaches, Midea is deviating from the conventional joyous gatherings to acknowledge the stress and chaos that often accompany the festivities.

In a world saturated with holiday campaigns emphasizing perfect gatherings, Midea’s approach is rooted in one important cultural insight: during the Covid onslaught, 70% of people secretly found relief in not hosting holiday events due to stress (source: American Psychiatric Association, 2021). A Merry Midea Holiday addresses the authentic sentiments of stress and disaster associated with the season; however, Midea’s uniquely designed kitchen appliances promise to turn even the most pessimistic holiday gathering-goers into festive enthusiasts.

Inspired by “The Grinch That Stole Christmas,” the campaign revolves around a holiday “grump” (that’s Mr. Grump to you) navigating the chaos of a family gathering. However, a touch of Midea magic in the kitchen transforms his perspective, showcasing how Midea appliances can make holidays smoother and more enjoyable – melting his ice cold heart.


Pereira O’Dell Executive Creative Director Juliana Constantino commented, “Even the grumpiest holiday guest can’t deny the magic in Midea’s new Christmas commercial. The truth is the holidays can be stressful. In reality, we all get overwhelmed with the idea of large seasonal get-togethers. But thanks to Midea’s magical kitchen appliances, even the holiday skeptic gets into the Christmas spirit.”

In late 2022, Pereira O’Dell launched 90 Minutes of Air Conditioning for Midea, which went on to be recognized by Cannes Lions, the ANDY Awards, One Show, and CLIOs. This latest campaign is a continuation of the brand’s strategy to bring humour to the home appliance category, to showcase how their appliances help consumers enjoy more time to themselves.


Brand Team: Midea America
President: Kurt Jovais
Sr. Manager Trade Marketing: Susan Lanza
Sr. Marketing Manager, Jaclyn Dygos
Assistant Manager Content Creation: Dalton Ryan

Creative Agency: Pereira O’Dell
Co-Founder & Creative Chairman: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Executive Creative Director: Juliana Constantino
Director of Integrated Production: Darbi Fretwell
Director of Business Affairs: Shirley White
Creative Director: Julie Rutigliano
Creative Director: Fernando Passos
Art Director: Megan Coats
Copywriter: Cain Luke
Head of Art: Eduardo Gomes

President: Natalie Nymark
Director of Brand Management: Erin Shanahan
Brand Director: Erica Black
Director of Brand Strategy: Lyndsey Fox
Brand Strategy Director: John Redmond
Director of Connections: Breanne Brock

Media Agency: Hotspex Media

Production: Barrelhouse
Head of Production: Josh Diaz
Director: John Keatley
Director of Photography: Jay Feather
Production Manager: Reka Posta
Line Producer: Rob Cristiano
1st Assistant Director: Andrew Harrington
Production Designer: Caity Birmingham
Wardrobe Stylist: Jessica Harrison
Food Stylist: Tyna Hoang
Post Producer: Phil Tang
Senior Editor: Collin Kriner
Asst. Editor: Gavin Libbey
Lead Motion Graphics Artist: Brady Lowery
Color Grade: Nick Sanders
Mix & Sound Design: Levology Sound

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