Electrolux launches global ‘Wash Life Balance’ campaign inspired by Swedish values
Electrolux has unveiled its latest campaign, “Wash Life Balance,” celebrating Swedish values while showcasing industry-leading laundry innovation with the 900 series washing machine and tumble dryer.
The announcement:
The latest Electrolux ad campaign, Wash Life Balance, celebrates the delivery of industry leading performance in the care/laundry category, whilst tapping into the values of Sweden. Specifically highlighting the 900 series washing machine and tumble dryer, the campaign playfully shows how smarter technology means less time needed for chores, and more time available for living.
“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,” says Nikos Bartzoulianos, group chief marketing officer, Electrolux.
“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 as smart innovation meets intentional living,” he adds.
At the heart of the campaign is a 60 second film, shot by award-winning Swedish director Jesper Ericstam that taps into the idea that Swedes enjoy full, rich lives at their own relaxed pace. Set to a serene track, the film follows a young Swedish couple living life their way. 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 washes a full load in just 45 minutes, allowing the couple to complete their laundry faster than their fika (the term for a Swedish coffee and snack). 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 August 15 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 the recent ’Tough Being Beautiful’ launch, continuing the distinctive creative platform that Electrolux have created with Publicis London to show its connection to and learning from the values of a nation globally recognised as a leader when it comes to happiness and life satisfaction.
Noel Bunting, chief creative officer, Publicis London, said: “If we can inspire the world, together with Electrolux, to embrace that ‘wash life balance’ and help people live a slower, more Swedish lifestyle, then that’s the power of international creativity and human-centric product innovation working in perfect harmony.”
Source: Electrolux
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Jesper Ericstam
Lectrolux
Nikos Bartzoulianos
Noel Bunting
Publicis London
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