Appliance retailer advertising is usually all about features and price. Something different was called for to make Hughes Electrical, the century-old family-owned retailer competing in East Anglia with some very big names, stand out. BIRD London turned everyday appliances into animated stars in Toy Story-inspired push for the company.

A washing machine got the wit of Russell Tovey. An oven gained Phillipa Dunne’s comic timing. A fridge is voiced by Terence Maynard.

The campaign, At the Heart of Home Life, brings household appliances to life as quirky, chatty characters who bicker, banter, and quietly keep family life running – a playful twist on Hughes’ belief that electricals are the unsung heroes of every home.

Hughes has long been seen as a dependable high street retailer, much loved by its loyal customers, quietly part of everyday life. But in a crowded market, staying visible is harder than ever. The campaign gives voice and personality to the machines that keep homes running (and to the brand), reminding a new generation why Hughes still matters, and making people smile while doing it.

“This campaign represents a significant moment for Hughes,” stated Emily Stoten, marketing director, Hughes. “After a century of serving East Anglian families, we recognised the need to evolve our brand connection while staying true to our family values. These animated characters perfectly capture how our appliances become part of people’s daily lives – reliable, hardworking, and essential to keeping families happy.”

Seven animated characters take centre stage in the campaign’s 30-second and 20-second TV spots – the cast designed by awarded illustrator and director Al Murphy of Everyone Agency.  The voice cast includes Russell Tovey (Being Human, Years and Years) as the ever-diligent washing machine, Phillipa

Dunne (Derry Girls) as the warm-hearted oven, and Terence Maynard (Coronation Street) as the no-nonsense fridge.

“Electrical retailers usually compete on specs and price,” stated Steve Parker, strategy partner, BIRD London. “But Hughes has survived 100 years because people genuinely love and trust it. We wanted to tell a bigger story. One that’s warm, funny, and human. These characters let us show that appliances aren’t just machines. They’re the heartbeat of family life.”

At the Heart of Home Life is Hughes’ first fully-integrated, cross-channel brand campaign with Palace Project driving the media strategy. The campaign launched on TV before rolling out across outdoor, radio, digital, and in-store. It focuses on long-term brand-building, key to a family-business looking to secure its place in the minds (and hearts) of families planning their next big purchase.

Credits:
Client: Hughes Electrical
Emily Stoten: Marketing Director
Lucy Walker:  Marketing General Manager

Agency: BIRD London
Steve Parker: Founder & Strategy Partner
Jamie Roston: Client Partner
Gabrielle Raw-Rees: Account Manager
Mark Goodwin & Grant Parker: Creative Directors
Rowena Jeffreys-Jones: Agency Film Producer

Production: Everyone Agency
Al Murphy: Director
Simon Paul: DOP
Tom Hadley: Editor
Gordon Allen: Production Designer
Al Murphy: Character Design
Helen Parker: Agent & Executive Producer

Live Shoot Production: Everyone Agency & Rowdy Production
Alex Wilshire & Janet Smith: Producers

Animation Production: Everyone Agency
Sam Atkin & Alex Wilshire: Animation Producers

Audio Production: Creative Outpost
Nick Angell: Sound Design & Producer
Dave Robinson & Tom Lane: Sound Engineers

Post Production: ETC
Connor Coolbear: Colourist
George Blomiley: Post Producer

Media: Palace Project
Dan Kavanagh, Duncan Snowden & Matt Fuller: Founding Partners