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Mitsubishi Electric Debuts 'Split Personality' Ad

July 9, 2012
SUWANEE, Ga. — In May, millions of people across the country began to see new TV and online ads from Mitsubishi Electric Cooling & Heating that feature actor and comedian Jerry Stiller. The ads are a continuation of the brand’s successful “Split Personality” campaign.

The new lighthearted commercial showcases Stiller arguing with himself about whether to lower the temperature on his traditional air conditioner, to increase comfort, or to keep the warmer temperature to save on utility bills.

Mitsubishi Electric’s ductless unit offers an efficient solution for staying cool that pleases both sides of Stiller’s personality. Stiller was tapped for the spot because of his humorous arguing style on television programs such as “Seinfeld” and “King of Queens.” The consumer campaign goal is to increase homeowner awareness of Mitsubishi Electric’s energy-efficient, no ductwork technology.

“Jerry Stiller is one of those comedians who resonates with people of all ages, and you can’t help but laugh when remembering him passionately arguing with others in his sitcoms and movies,” said Joe Mastroianni, chief marketing officer, Mitsubishi Electric Cooling & Heating. “Since we first rolled out this campaign in 2011, our goal has been to show homeowners they don’t need to compromise on comfort — a message that makes it easier for contractors to communicate the advantages of ductless systems to the consumer.”

The ad campaign debuted on May 11 during CBS’s “Blue Bloods” and “CSI: NY” season finales, and the spot appeared throughout May during the season finales of other major TV shows including ABC’s “Dancing with the Stars” and CBS’ “Survivor.” The spots will also appear on cable networks throughout the summer. Additionally, the ad can be seen online on HGTV, DIY Network, and other websites including YouTube.

Publication date: 7/9/2012

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