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TCL Split‑Screen Creative: An Overseas Refrigerator Ad Full of Human Touch and Artistic Flair

Project Background: Opportunities and Challenges in the European Refrigerator Market

104 years ago, the world's first domestic electric refrigerator was born. Particularly in Europe, the world's second‑largest regional refrigerator market, the industry has become highly mature and fiercely competitive. Against this backdrop, TCL's white‑goods expansion into the European refrigerator market faces both opportunities and challenges.

This year, TCL launched its new Combi refrigerator in the European market for the first time. Designed to align with European user habits and aesthetic trends, it combines TCL's cooling technology with human‑centric design, bringing users a new freshness‑storage experience and a more convenient, comfortable life for European households.

Creative Strategy: The Intersection of Designer and User Inspiration

To closely support the launch of the new Combi refrigerator in the European market and build momentum for its subsequent global release, the brand needed a TVC that was both rooted in the European market and globally oriented.

Through research, the Fancy＆Fichey team identified that while the European refrigerator market is growing year by year, limited kitchen space means compact, efficient refrigerators are more popular. European users prefer storing items like cheese and require larger refrigeration spaces, while also valuing energy efficiency and portability for easy replacement when moving.

The new Combi features a fresh top‑mounted large refrigerator and bottom freezer combination, with flexible, customisable features in the fridge compartment such as adjustable bottle racks, foldable flip‑up glass shelves, and humidity‑controlled drawers. Both in design and functionality, it has strong opportunities in the European market:

1. Large fridge capacity, higher frequency of use;

2. No need to bend over when accessing items;

3. Lightweight and easy to place or move;

4. Multi‑functionality and ease of use.

Fromthis, we found a breakthrough angle to engage users: New Combi, New Combination – More Flexible Design, More Dynamic Living. Highlighting the design philosophy differentiates us from competitors that all focus on ""preservation"".

We used ""Flexible Combination, Dynamic Living"" as the core creative theme for the video, revolving around the design insights of the new Combi refrigerator and the concept of a dynamic lifestyle. Using a split‑screen technique, we juxtaposed the designer's creative space with the user's living scenarios, creating a cross‑time dialogue. Every flash of design inspiration perfectly aligns with real‑life user needs, highlighting the human‑centred, flexible, and easy‑to‑use design of the new Combi, bringing users a dynamic and convenient new life, while also reflecting TCL's human‑centric care for its customers at a brand level.

""Flexible Combination, Dynamic Living"" TCL New Combi Refrigerator TVC

Behind‑the‑Scenes Video

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