What does Electrolux stand for? Do we even know where it comes from? Publicis London’s first work for the home appliance brand answers both questions – it’s beautiful, tough, cool, practical – and a little quirky. Like Swedish culture, Yes, the brand is Swedish.
The fresh direction champions the brand’s latest innovation based on core Swedish credentials – the most scratch resistant and beautiful hob in the market, the new SaphirMatt Hob.
The Publicis London campaign, Tough Being Beautiful, leads with a 45-second film, with 30-, 20-, and 15-second cutdowns, that was shot in Sweden by Scandinavian director, Tore Frandsen. The full campaign running spans TV, social, print, digital, retail and e-commerce and will run across Europe with unique tailor-made edits made for each country. Media buying and media placements were handled by Zenith.
Publicis London was appointed to handle creative projects for Electrolux’s UK, EMEA and APAC divisions earlier this year.
Noel Bunting, chief creative officer, Publicis London, stated, “We wanted to bring something different to the home appliance space and saw a huge opportunity to do this by re-introducing Sweden and Electrolux to the world. With Tough being Beautiful, we’re celebrating the Swedes’ uncanny ability to create something beautiful and practical, being effortlessly (and annoyingly) cool in the process.”
Nikos Bartzoulianos, group chief marketing officer, Electrolux, added, “Tough being Beautiful is more than a campaign — it’s a statement of what Electrolux stands for. We’re delivering home appliances that are not just beautifully designed, but built to perform in real homes, for real people. This launch embodies our promise: meaningful innovation that combines durability, practicality, and style. With the SaphirMatt Hob, we’re setting a new standard, proving that beauty and toughness can, and should, go hand in hand. Publicis London brought this to life with great flair — a sharp, stylish take on our Swedish roots that help us cut through in a fresh, unexpected way, paving the way for an exciting brand journey.”
Credits:
Creative Agency: Publicis London
CCO: Noel Bunting
Creative Directors: Matt Comras And Tom Dixon
Head of Design: Ryan Connolly
Designer: Ere Lozano
Head of Strategy: Katie Hibbard
Senior Strategist: Joe Percy
Chief Operating Officer: Trent Patterson
Group Business Director: Josh Norris
Senior Account Manager: Emma Tacon
Producer: Daisy Bambridge
Project Manager: Tania Pinheiro
Production Company: New Land
Director: Tore Fransden
Executive Producer: Stephanie Walton
Producer: Caroline Sandberg
Photographer: Amanda Gylling
Stills Producer: Julianne Honea
Post-Production: Time Based Arts
Offline Editor: Andreas Arvidson
Post Supervisor: Sheldon Gardner
Post Producer: Lily Barron
Audio: 750 Mph
Music: 20below
Client: Electrolux
Group Chief Marketing Officer: Nikos Bartzoulianos
Head of Brand Content: Betsy Salas
Head of Marketing, Communication Strategy & Planning: Lina Öhling
Creative Director: John Tonkes
Marketing Operations Manager: Paulina Kozlowska
Client Producer: Sandra Fohlin
