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Electrolux: Tough Being Beautiful
Publicis London has launched its first brand campaign for global home appliance manufacturer Electrolux - taking it in a fresh direction to champion the brand’s latest innovation based on core Swedish credentials; delivering the most scratch resistant and beautiful hob in the market. At the heart of the campaign are the unique attributes of Electrolux’s new SaphirMatt Hob – including its durability, practicality and sleek design – and it draws parallels between the new launch and the core values of Swedish culture. The campaign leads with a 45-second film by Publicis London, with 30, 20, and 15-second cutdowns. Shot in Sweden by Scandinavian director Tore Frandsen, ‘Tough being Beautiful’ spotlights unique aspects of Swedish culture which embody the attributes of the SaphirMatt hob. The film features vignettes of Swedish natives engaging in outdoor activities including skiing, wild fishing and woodworking, highlighting their ‘tough’ and ‘practical’ nature. Further striking spots of ‘beautiful’ and ‘cool’ Swedes reinforce the sleek design of the SaphirMatt Hob. The ‘tough’, ‘cool’ ‘practical’ and ‘beautiful’ Swedish characters all gather around the SaphirMatt Hob to enjoy a traditional Swedish meal together. In an unexpected twist, a lumberjack flings his axe across the hob, emphasising the scratch-resistant beautiful matt finish. The film ends with an atmospheric 360-degree shot of the SaphirMatt Hob’s glass finish, floating in front of a picturesque forest landscape, to showcase the product’s unique glass coating and pay homage to Electrolux’s rich Swedish heritage.
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