Sugar&Partners has sacked frontman Dan Carter from its new campaign for Daikin heat pumps and air-con.
The agency says it aims to cut through the predictable heat pump and air conditioning category norms with an “entertaining new direction for NZ and Australia”.
“Stepping away from Dan was a very conscious decision for us,” said S&P CD David Nash. “It was right two years ago when establishing our specialist credentials – but it’s time the brand stood on its own two feet and established its own voice and style.”
The commercials will run in New Zealand and adapted versions will also run in Australia.
Nash said the positioning of ‘Creating your favourite places’ speaks to the benefit-led approach the brand will be taking, rolling out campaign collateral through dealerships and media placements in NZ and Australia.
See the 15sec version below.
CDs: Dave Nash, Damon O’Leary
Copywriter: Graeme Clarke
Art Director: Paul Kim
Group Account Director: Dennis Carroll
Account Director: Julianne Hastings
DoP: Crighton Bone
Sound: Franklin Rd
Agency Producer: Chloe Sutherland
Editor: Tim Mauger
General Manager: Jeremy Johnston
Film company: Finch
Director: Alyssa McClelland
Executive Producer: Michael Hilliard
Producer: Jimena Murray
Client: Daikin Australia & New Zealand
National Marketing Manager: Dan Tosh
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