Haier has stepped its advertisement strategy by adding class to its ads. The advertisements have used the persona of the famous Pakistani cricket players. Shahid Afridi, Irfan, Fawad and Wahab are seen in the latest advertisement of Haier, while the Haier products are casually displayed in connection to the player’s actions and moves as they are shown in their distinctive positions. Shahid Afridi is shown deeply immersed in his thoughts and his gaze fixed, while Wahab Riaz is shown strolling about with his shirt in his hands, Irfan is shown sitting casually, while Fawad is standing at a deserted location with his back to his car. As a medium paced sound track slowly elevates the aura of the advertisement, the Haier products are glimpsed with the slight change of position of the players.
Wahab tosses his short in the Haier washing machine, Irfan turns his head to watch the Haier television, while Fawad lifts his bat to glimpse at the Haier logo on his bat ‘ Haier Inspired living’ with the power lines sparkling in front of him providing a vague but an illuminating background. Afridi all of a sudden gets up all charged and the sound track lifts up a pace. At the end Afridi contacts all the players through his cell phone as a message blinks on everybody’s cell phones ‘Lets Go Higher’. The message perfectly connects Haier as an inspiration for the team’s aim to win.
Afridi is seen in a lot of advertisement, endorsing various brands, but Wahab, Fawad and Irfan are seldom seen. These players seem to blend well and the advertisement has used the player’s persona very well without tarnishing their image.