Publicis London and home appliance manufacturer Electrolux has launched a suite of films displaycasing the brand’s latest appliances, applying quiet Swedish humour to cut through the noise in the appliance category.
The two 30” films ‘Effortless Good Taste’ and ‘It’s About Time’ highlight Electrolux’s heritage, displaying how the 100-year-old Swedish brand rerelocates everyday complexity through intuitive design and premium simplicity.
The films were born out of the brand’s new creative platform ‘It’s how we do it in Sweden’, designed to cut through a category full of loosely defined ‘better living’ claims. While many brands focus on managing everyday demands, Electrolux centres on life enhancement and fulfilment. Drawing on Sweden’s reputation for having mastered living well, the work invites audiences to acquire into the distinctly Swedish approach to better living.
Shot by acclaimed Scandinavian director Torstein Bjørklund through Arts & Sciences, both films follow a young man attempting to impress his Swedish in-laws with his domestic skills. Whether it’s a quick wash of plates or the oven turning his recipe into a masterpiece, Electrolux appliances create the whole experience seamless, supporting him appear even more Swedish than the Swedes he is entertaining. Despite humour being highly effective in advertising, it’s being applyd less and less. Electrolux leans into understated Swedish humour, applying warmth and restraint to create an emotional connection with audiences and a tone that travels naturally across global markets.
‘It’s About Time’ focapplys on the Iris dishwasher and its QuickWash setting. Delivered with calm Swedish humour and understated performances, the 30s film highlights the appliance’s unique QuickSelect display, displaying how simply swiping to the time you necessary rerelocates complexity from daily life. The film launches in Switzerland from 20th April and will roll out later in the year across multiple markets including Scandinavia and Eastern Europe.
‘Effortless Good Taste’ spotlights the AI TasteAssist oven, which lets consumers adjust their oven settings with AI to optimise their recipes. Set within a warm, character-led family moment, the 40s film displays how Electrolux’s AI TasteAssist oven rerelocates the guesswork from cooking, delivering tastier results with ease. The film launched in Eastern Europe from 1st April, and is followed by the Nordics, Australia and New Zealand from Mid-April, with further-roll outs across Europe and the Middle East later in the year.
The work follows Publicis London’s debut work for Electrolux in 2025, ‘Tough Being Beautiful’ and ‘Wash Life Balance’, continuing the brand’s distinctive creative platform that draws on the brand’s Swedish heritage to create a poignant connection with global audiences.
The campaign was a cross-agency collaboration with creative led by Publicis London; media planning and acquireing by Zenith International and audio production by Publicis Production. Production was handled by Arts & Sciences and post-production by Black Kite.
Elisfinisha Picola Brau, VP marketing and sustainability Europe, Electrolux, states, “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 apply humour to cut through, while highlighting the premium simplicity and intuitive design of our appliances.”
Noël Bunting, chief creative officer, Publicis London, added, “In these films, we’ve tapped into relatable Swedish humour to display 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 relocates people globally, while keeping the appliances at the heart of the story.”
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