Publicis London and global home appliance manufacturer Electrolux have released a new suite of films showcasing the brand’s latest appliances, using quiet Swedish humor 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, showing how the 100-year-old Swedish brand removes 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 centers on life enhancement and fulfilment. Drawing on Sweden’s reputation for having mastered living well, the work invites audiences to buy into the distinctly Swedish approach to better living.
Shot by acclaimed Scandinavian director Torstein Bjørklund, 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 make the whole experience seamless, helping him appear even more Swedish than the Swedes he is entertaining. Despite humor being highly effective in advertising, it’s being used less and less. Electrolux leans into understated Swedish humor, using warmth and restraint to create an emotional connection with audiences and a tone that travels naturally across global markets.
“It’s About Time” focuses on the Iris dishwasher and its QuickWash setting. Delivered with calm Swedish humor and understated performances, the 30s film highlights the appliance’s unique QuickSelect display, showing how simply swiping to the time you need removes 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 optimize their recipes. Set within a warm, character-led family moment, the 40s film shows how Electrolux’s AI TasteAssist oven removes 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 make a poignant connection with global audiences.
The campaign was a cross-agency collaboration with creative led by Publicis London; media planning and buying by Zenith International and audio production by Publicis Production. Production was handled by Arts & Sciences and post-production by Black Kite.
Elisenda Picola Brau, VP Marketing & Sustainability Europe, Electrolux, says: “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, added: “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.”
CREDITS
Campaign Titles: ‘Effortless Good Taste’ and ‘It’s About Time’
Client: Electrolux
Advertising Agency: Publicis London
CEO: Trent Patterson
CCO: Noël Bunting
Creative Director: Matthew Comras
Senior Creative: Flora Zeman
Senior Art Director: Henry Finnegan
Senior Copywriter: James White
Deputy Head Of Design: Dave Stansfield
Senior Designer: Ere Lozano
Digital Designer: Christian Wroe
Designer: Michael Damasco
Motion Designer: Sonya Hau
Head Of Strategy: Katie Hibbard
Strategy Partner: Adam McGlashan
Strategist: Guillermo Ibeas
Group Business Director: Josh Norris
Senior Account Director: Guergana Stoytcheva
Senior Project Manager: Kike Adetunji
Senior Producer: Emma Havard-Jones
Media Buying Agency: Zenith International Media
Global Strategy Lead: Donna Glanvil
Production Company: Arts And Sciences
Director: Torstein Bjorklund
Editor: Matt Pochettino
Producer: Jonny Kight
Post-Production Company: Black Kite
Audio Post-Production Company: Publicis Production (Henry Frith)
Music: Music Super Circus
Photographer: Carl Lemon
