AirWash is Clima Longhi’s specialist sub-brand for air-conditioning system sanitisation. It provides a practical and valuable service that is often overlooked: the quality of the air we breathe at home and in the workplace also depends on how well the systems that circulate it are maintained.
Commissioned by MediaTi Marketing, M cube produced a 20-second commercial for AirWash, distributed both on television and online. The aim was to increase brand awareness and highlight the importance of regular sanitisation through a clear, direct message designed to make an immediate impact.
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Communicating the issue without putting people off. Air-conditioning sanitisation involves a sensitive topic: dirt, bacteria and contaminated air. The first creative challenge was to communicate the importance of the service without using unpleasant imagery or references. The solution was to focus on clarity and everyday relevance, without resorting to sensationalism.
Delivering the message in 20 seconds. A 20-second television commercial leaves no room for error. Every shot, every word and every second has to serve a purpose. We planned the narrative structure precisely to ensure the message was complete, easy to understand and memorable within the available time.
Creating an authentic home setting. To make the commercial feel credible and relatable, the set had to look like a real home rather than a constructed environment. The choice of location and set details was essential in creating a sense of realism that brought the audience closer to the message.
Choosing the right cast. The actors and supporting cast needed to represent the target audience naturally. The wrong cast can immediately undermine a commercial’s credibility. We selected the right people to convey authenticity and engagement without making the result feel staged.
Adapting the content for television and online use. A commercial designed only for television does not necessarily work online, and the same is true in reverse. We developed the content to retain its impact and clarity across both channels, taking into account their different technical and narrative requirements.
The commercial was completed on time, within budget and in line with the guidelines set by MediaTi Marketing and the client. The result is a piece of content that works effectively across both distribution channels — television and online — with a clear message, visually engaging storytelling and a tone that makes the subject approachable without alienating the audience.
The project helped increase AirWash’s brand awareness and draw attention to an important service that is often overlooked. It demonstrates how professional video production, when guided by a clear creative and strategic approach, can turn even a technical subject into effective and memorable communication.
