Chinese whitegoods manufacturer Haier is promoting its TwinTasker dual drum washing machine with a series of films featuring a pair of flatmates, one who has been put in the “friend zone”.

Created by Special Group, the four ads show flatmates Lucy and Dave doing things “together but not together together” including their washing.

The first video in the series shows Dave and Lucy talking about how they go to the movies together, go to the beach together, go to concerts together and do the washing together.

Dave, who is clearly longing for Lucy, also sets up Lucy’s dating profile and gives her a personalised birthday present.

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The ads show how people can do their washing together but not “together, together”.

Cade Heyde, managing partner at Special Group, said in a statement: “We wanted to make sure this campaign didn’t get lost in the clutter and dreariness of the category. But rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that’s frankly, dominated by selling features.”

Olivia Anderson, senior brand manager at Haier, said: “launches. It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to- earth humour in what is traditionally a rather stark appliance industry. So how do you communicate two independent direct drive motors and wash cycles in a way that is relatable, and funny? For us it was clear: “Together. But not together together.”

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