The Brrrrrrrr of the hot summer الـ إشششه بالصيف

While most air conditioner brands launch their campaigns in spring—just ahead of Iraq’s scorching summer—this year, we decided to do things differently.

Iraqi winters, contrary to common belief, can be surprisingly cold. And in January and February of this year, an intense cold wave swept across the country. We saw an opportunity in this unexpected chill—a chance to flip the narrative and highlight Midea’s strength in a whole new season.

We built our campaign around a feeling every Iraqi knows: that sharp, sudden shiver we call “Brrrr” (or "Ishaah" in Iraqi slang)—a common expression when exposed to cold air. We used this emotional and physical reaction to connect winter’s chill to what it feels like to own a Midea AC in the summer. If you’ve got Midea, you’ve already felt the Brrrr—even in July.
A second message within the campaign posed a bold, unexpected question:
“Ever felt the chill of July? Midea owners have.”
This playful contrast caught attention and reinforced Midea’s brand as one that defies seasonal expectations.

In the execution, we kept things clean and minimal, letting the message lead. The goal was to stand out from the noise of traditional outdoor ads in Iraq—most of which follow the same predictable patterns—and instead create something fresh, simple, and clever.