Midea Launches Heatball Fight Advertising Campaign
The campaign film, which introduces an active take on home heating, premiered at the IFA Berlin event.
Updated on Oct. 21, 2026 in Marketing
Midea has released a new promotional film titled Heatball Fight as part of its Share the Warmth brand platform. Directed by Kevork Aslanyan, the campaign is specifically designed to target audiences within Nordic markets.
Why it matters
The campaign aims to transform the concept of home warmth from a passive sensation into an active, engaging experience for consumers. By shifting the brand narrative, Midea intends to strengthen its presence and messaging in cold-climate regions.
The campaign represents a shift in marketing strategy across the Nordic markets. It utilizes the newly introduced Heatball symbol to represent the thermal output of heating products.
The players
Midea
Midea is a global manufacturer of electrical appliances that develops various home climate control and heating solutions.
F5 Shanghai
F5 Shanghai is a creative advertising agency responsible for developing brand platforms and marketing narratives.
Kevork Aslanyan
Kevork Aslanyan is a professional film director who led the production of the Heatball Fight campaign.
The details
Created by the agency F5 Shanghai, the film features a family using glowing Heatballs as props in an indoor game. This narrative device illustrates the comfort generated by Midea heating technology through an active, playful setting.
Timeline
The campaign film premiered at IFA Berlin in 2026.
Market Landscape
The campaign launch follows the pattern of brands utilizing the IFA Berlin consumer electronics trade show to introduce localized marketing platforms. This move positions Midea to compete more aggressively in Nordic regions where heating efficiency and brand storytelling are critical to consumer loyalty.
Consumers in Nordic markets can expect to see this new visual messaging as the brand updates its regional advertising. The campaign does not change current product pricing or immediate customer service procedures for existing appliance owners.
The takeaway
This campaign demonstrates how manufacturers are attempting to gamify home utility products to build stronger emotional connections with consumers. Readers looking to refresh their home setup may see more emphasis on active, lifestyle-focused branding from appliance makers moving forward.
Further reading
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