Electrolux taps into its Swedish heritage in new campaign

To mark the launch of Electrolux’s latest appliances, the brand has launched a range of new films that showcase its heritage by tapping into Swedish humour.

In the appliance category, which is often more product-focused and functional, the short films use humour to stand out and showcase intuitive design and simplicity.

Created with the help of Publicis London, two 30-second films are launching under the platform; ‘It’s how we do it in Sweden’. A creative positioning which riffs on the notion that the nation ‘lives better’.

Two films; ‘Effortless Good Taste’ and ‘It’s About Time’ highlight Electrolux’s heritage, drawing on the reputation Sweden has for living well. 

Both films follow a young man attempting to impress his Swedish in-laws with his domestic skills. 

‘It’s About Time’ focuses on the Iris dishwasher and its QuickWash setting, showing how the young man can use the appliance’s QuickSelect display, to remove the complexity from washing up. 

‘Effortless Good Taste’ showcases the brand’s AI ‘TasteAssist’ oven, which lets consumers adjust their oven settings with AI to optimise their recipes. Audiences see a young man attempt to cook for his family and use his Electrolux’s AI ‘TasteAssist’ to remove the guesswork and deliver a tasty treat with ease.

The film aims to show that no matter if it’s a quick wash of plates or the oven turning his recipe into a masterpiece, Electrolux appliances make the whole experience seamless. The films were shot by acclaimed Scandinavian director Torstein Bjørklund.

Both films are characterised by understated Swedish humour, which makes use of voiceover, warmth and some absurdity to poke fun at efficiency whilst showcasing the benefits. 

“In these films, we’ve tapped into relatable Swedish humour to show how Electrolux appliances support better living. There’s a real deftness to this humour that travels brilliantly, and we’ve leaned into that to create work that connects and moves people globally, while keeping the appliances at the heart of the story,” explained Noël Bunting, Chief Creative Officer at Publicis London.

The campaign was a cross-agency collaboration with creative led by Publicis London, media planning and buying by Zenith International and audio production by Publicis Production. Production was handled by Arts & Sciences and post-production by Black Kite.

The humorous campaign captures the essence and efficiency of Electrolux to successfully bring the Swedish brand to a global audience.