Kitchen Appliances Toss Tennis Ball in TBWA NZ's Haier AO Spot

TBWA\New Zealand and Haier have launched the next evolution of Haier’s Australian Open partnership campaign -- unveiling a new hero TVC and three supporting product films that bring premium appliances to life with a playful, tennis inspired twist.

Building on the earlier OOH work that placed Haier appliances centre-court, the new 30” hero spot brings the action inside the home. The film features an everyday family -- and their scene-stealing pets -- as the appliances rally through a full “set”, bouncing energy between the oven, dryer, and heat pump, while the household cat watches on like a true Australian Open spectator.

The campaign also includes three 15” product-focused spots spotlighting Haier’s flagship fridge, oven, and laundry models, all designed to showcase performance in a warm, elevated, entertaining way. The full suite will run throughout the Australian Open across TV, BVOD, and social.

Shane Bradnick, chief creative officer at TBWA\New Zealand, said, “Haier is a high-performance brand with a playful side and this campaign hits that sweet spot. By blending product performance with a bit of AO energy and personality, we’ve created work that feels fresh, fun, and unmistakenly Haier. It’s the perfect way to bring their AO partnership to life on screen.”

Alex Smith, head of marketing, Haier Australia and New Zealand, added, “The Australian Open (AO) is one of our most important brand moments. This campaign displays our products in a way that’s appealing and brings our tennis partnership to life with energy and entertainment.

“The AO is a big event for Haier, Australasians, and tennis fans worldwide. Showcasing our appliances in the middle of the action, at the family home (where most people enjoy the Australian Open), it lets us demonstrate performance in a distinctive way. We’re thrilled with how TBWA\New Zealand has captured the energy of the AO and the heart of the Haier brand.”

The campaign is live across Australia and New Zealand from January 5th, in the lead-up to the Australian Open.