The Marketing Brilliance of Heat Pumps in Summer
Let me tell you about the heat pump ad I saw on a 19-degree day in January that made me irrationally want fleece socks and a certified Mitsubishi installer.
This wasn’t your usual winter cosiness schtick. It was a campaign that somehow made heating solutions aspirational during an Auckland summer. The ad didn’t show icy windows or steaming mugs. It showed an architecturally confusing bach with wide pine beams, a dog that looked like it had a trust fund, and one perfect line of copy: "Always the right temperature." And just like that, it reframed everything.
We talk a lot about seasonal targeting, but this campaign ignored assumption entirely. It leaned into the idea that climate control isn’t reactive, it’s preemptive. It’s a lifestyle. This is marketing that doesn’t wait for you to be cold or hot. It makes you think you were always meant to feel just right, all the time, with Japanese technology quietly humming in a ductless corner.
I tracked the agency down. They had tested nearly 30 visuals, including ads that featured visible heat waves, dogs under blankets, and one very overacted yawn. But the winning creative barely showed the product. It sold the benefit— comfort precision— in one still frame. That’s what stuck with me. Not climate, not cost, just the promise of a beautifully boring predictability. I want my temperature to be a vibe now. And that, frankly, is outrageous marketing.
This wasn’t your usual winter cosiness schtick. It was a campaign that somehow made heating solutions aspirational during an Auckland summer. The ad didn’t show icy windows or steaming mugs. It showed an architecturally confusing bach with wide pine beams, a dog that looked like it had a trust fund, and one perfect line of copy: "Always the right temperature." And just like that, it reframed everything.
We talk a lot about seasonal targeting, but this campaign ignored assumption entirely. It leaned into the idea that climate control isn’t reactive, it’s preemptive. It’s a lifestyle. This is marketing that doesn’t wait for you to be cold or hot. It makes you think you were always meant to feel just right, all the time, with Japanese technology quietly humming in a ductless corner.
I tracked the agency down. They had tested nearly 30 visuals, including ads that featured visible heat waves, dogs under blankets, and one very overacted yawn. But the winning creative barely showed the product. It sold the benefit— comfort precision— in one still frame. That’s what stuck with me. Not climate, not cost, just the promise of a beautifully boring predictability. I want my temperature to be a vibe now. And that, frankly, is outrageous marketing.