Electrolux strikes the perfect ‘Wash Life Balance’ in new global campaign via Publicis London
Publicis London has launched its latest campaign for global home appliance manufacturer Electrolux – ‘Wash Life Balance’ spotlighting the brand’s new 900 series washing machine and tumble dryer, by playfully showing how smarter technology means less time on chores and more time living.
Inspired by Swedish values and lifestyle, the campaign taps into the idea that Swedes live full, rich lives at their own relaxed pace. It demonstrates how Electrolux’s efficient appliances help people reclaim time for the everyday – striking a betterwash-life balance.
At the heart of the campaign is a long-form film, with 30, 15 and 6-second cutdowns. Shot by award-winning Swedish director Jesper Ericstam and set to a serene track, the film follows a young Swedish couple living life at an exaggeratedly slow pace. The couple take extreme care whilst carving a canoe from scratch and grinding coffee beans one by one for their afternoon fika.
The couple’s ‘exquisitely slow’ lifestyle is contrasted with the swift performance of their washing machine, which offers the fastest full wash ever in just 45 minutes, allowing the couple to complete their laundry faster than their fika. The film ends with a tranquil shot of the couple gliding across a lake in their handmade canoe, a peaceful reward for time well saved.
‘Wash Life Balance’ rolls out from today (18th August) across TVC, digital, social, and retail platforms in Asia, Australia and Europe. The work is designed in a modular format to adapt across various markets. This approach enables region-specific messaging, from product benefits to lifestyle storytelling, without compromising creative integrity.
The campaign follows Publicis London’s debut work for Electrolux, ‘Tough Being Beautiful’, continuing the brand’s distinctive creative platform that draws on Swedish culture to make a human connection with global audiences.
Says Noel Bunting, Chief Creative Officer, Publicis London: “We all want to spend less time doing laundry and more time doing the fun stuff. And if we can inspire the world to embrace that wash/life balance and a slower, more Swedish lifestyle, then that’s the power of international creativity.”
Says Nikos Bartzoulianos, Group Chief Marketing Officer, Electrolux: “Rooted in the understanding that most people want to spend as little time on chores as possible, ‘Wash Life Balance’ is a stylistic celebration of Swedish values and the human-centric innovation we bring to every product experience. As a global brand founded in Sweden more than 100 years ago, at Electrolux we want to share how the Swedish approach to life can help people strike a rewarding balance. The campaign delivers on a consumer need for a quick wash and in turn, demonstrates the Electrolux purpose to shape living for the better.”
ADVERTISING AGENCY: Publicis London
CCO: Noel Bunting
CREATIVE DIRECTOR: Matt Comras
SENIOR CREATIVE: Flora Zeman
COPYWRITER: Jonny Ford
SENIOR DESIGNER: Oskah Manchip
SENIOR DESIGNER: Ere Lozano
DESIGNER: Michael Damasco
HEAD OF STRATEGY: Katie Hibbard
STRATEGY DIRECTOR: Adam McGlashan
BUSINESS LEAD: Josh Norris
SENIOR ACCOUNT DIRECTOR: Guergana Stoytcheva
AGENCY PRODUCER: Daisy Bambridge
MEDIA BUYING AGENCY: Zenith
DIRECTOR: Jesper Ericstam
PRODUCTION COMPANY: Prodigious
EXECUTIVE PRODUCER: Rebecca Shawyer
PRODUCER: Ben Davidson
SERVICE COMPANY: Social Club
EXECUTIVE PRODUCER: Henrik Lagercrantz
PRODUCER: Elin Jonsson
1ST AD: Henrik Andersson
PRODUCTION CO-ORDINATOR: Emil Nissen
DOP: Gösta Reiland
1ST AC: Astrid Junker
CAMERA ASSISTANT: Siri Zetterquist
VIDEO ASSISTANT: Malin Hall
VIDEO ASSISTANT: Joseph Ageflod
DIT: Trausti Birgisson
GAFFER: Peter Kjelberg
ELECTRICIAN: Máns Gullgren
ELECTRICIAN: Valentyn Tyshechenko
ELECTRICIAN: Charlie Kjelberg
GRIP: Kobie Kentkuran
GRIP ASSISTANT: Adde Wester
SOUND: Lars Jameson
SET DESIGN: Johan Broomé
PROPS MASTER: Viktor Fjällstrom
PROPS MASTER: Jakob Fjällstrom
PROPS MASTER: Fredrik Heinze
WARDROBE STYLIST: Sofia Ronthén
MAKE UP ARTIST: Kristin Good
LOCATION MANAGER: Rabi Barsoum
LOCATION ASSISTANT: Erre Rodriguez
CRAFT: Björn Holmström
PRODUCTION ASSISTANT: Hugo Lagercrantz
PRODUCTION ASSISTANT: Alexander Peters
CHAPERONE AGENCY: Elinor Friis
VFX SUPERVISOR: Christos Mavridis
EDITOR: Gary Forrester, Jack Willams / TenThree
POST-PRODUCTION COMPANY: Raised By Wolves
AUDIO POST-PRODUCTION COMPANY: Sine Audio Post Production
PHOTOGRAPHER: Hannes Soderlund