Electrolux turns everyday living into subtle comedy
Publicis London and Electrolux have launched a series of films that use understated Swedish humour to position the brand’s appliances within everyday life.
The campaign introduces two films, Effortless Good Taste and It’s About Time, which draw on Electrolux’s heritage to demonstrate how its products simplify domestic routines through design and functionality.
Swedish platform shapes creative direction
The work sits under the platform It’s how we do it in Sweden, developed to differentiate the brand in a category often centred on broad lifestyle claims. The campaign instead focuses on practical improvements to daily living, using Sweden’s cultural association with balanced lifestyles as a backdrop.
Directed by Torstein Bjørklund, both films follow a character attempting to impress his Swedish in-laws, with appliances playing a central role in supporting his efforts. The tone relies on subtle humour and restrained storytelling to connect with international audiences.
Product features integrated into storytelling
It’s About Time centres on the Iris dishwasher and its QuickWash function, using a narrative built around time-saving and ease of use. The film highlights a QuickSelect interface designed to simplify everyday decisions. It launched in Switzerland on 20 April, with further rollout planned across Scandinavia and Eastern Europe.
Effortless Good Taste focuses on the AI TasteAssist oven, demonstrating how automated adjustments support cooking outcomes. The film presents a family setting where the appliance removes uncertainty from meal preparation. It launched in Eastern Europe earlier in April, followed by releases in the Nordics, Australia and New Zealand, with additional markets to follow.
Cross-agency collaboration supports rollout
The campaign builds on earlier work from Publicis London for Electrolux and was delivered through a multi-agency approach. Media planning and buying were handled by Zenith International, while production involved Arts & Sciences and post-production by Black Kite.
Elisenda Picola Brau, VP Marketing & Sustainability Europe, Electrolux: "As a 100-year-old Swedish brand, Electrolux is uniquely positioned to empower the world with the secret to Swedish living. In a category full of over-the-top claims about advanced technology, our new films use humour to cut through, while highlighting the premium simplicity and intuitive design of our appliances."
Noël Bunting, Chief Creative Officer, Publicis London: "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."
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