Ad Nut has always admired the Swedes. Such a calm and collected bunch, known for saunas, sensible furniture and an enviable ability to look stylish even while chopping wood. Now Electrolux, in its latest campaign, wants the rest of the world to slow down to a similarly serene pace... just not when doing the laundry.
The hero film, helmed by award-winning director Jesper Ericstam, shows a young Swedish couple living life at a glacial crawl. They whittle a canoe from scratch and grind coffee beans one by one for fika (which, for the uninitiated, is basically coffee and cake, only somehow superior when done in Stockholm). Every scene is exquisitely slow, serene, and Scandinavian to the core.
But in case viewers fall asleep before the rinse cycle, Electrolux draws a contrast: while humans can afford to dawdle, the washing machine most certainly cannot. Clothes, after all, must be cleaned quickly so their owners can get back to more rewarding activities, like gliding across lakes in homemade boats.
Publicis London CCO Noel Bunting helpfully explains the point: “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.”
The film is beautifully shot and a picturesque render of Scandinavian aesthetics. The copy is bare-bones, minimalist and effective in delivery. It hits the sweet spot of exactly 60 seconds. Ad Nut sees the appeal. It's a calming watch—almost like squirrel meditation. Just don’t expect Ad Nut to start hand-carving a canoe anytime soon. Ad Nut has far too many nuts to bury, and besides, water travel is best left to the beavers.
The campaign spans TV, online, social, and retail platforms.
CREDITS
Client: Electrolux
Agency: Publicis London
CCO: Noel Bunting
Creative Director: Matt Comras
Senior Creative: Flora Zeman
Copywriter: Jonny Ford
Senior Designer: Oskah Manchip, 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
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
