Electrolux unveils bold new brand campaign inspired by Swedish values, via Publicis London

The new campaign “Tough being Beautiful” highlights the SaphirMatt Hob while celebrating Electrolux’s Swedish heritage.

The announcement:

Electrolux is showcasing a bold new look based on some of the core values of its Swedish culture – togetherness, practicality, love and respect for nature, and an appreciation for premium simplicity. The first visual outtake is new ad campaign Tough being Beautiful that leans into Swedish values as championed by its award-winning SaphirMatt Hob.

Launching this month, the new campaign spans TV, social, print, digital, retail and e-commerce deployed across key European markets and Australia.

“Tough being Beautiful is more than a campaign, it’s a statement of what Electrolux stands for — pride in our Swedish heritage” says Nikos Bartzoulianos, Electrolux Group chief marketing officer. “Whilst this campaign focuses on one specific product experience around the award-winning SaphirMatt Hob, the sharp, stylish take on our Swedish roots honors all those that own a piece of Electrolux in their homes. This is brought to life with great flair that will not only help us cut through in a fresh, unexpected manner, but paves the way for a bold and exciting brand journey to come,” adds Bartzoulianos.

Swedish values and design come to life

The unique attributes of the new SaphirMatt Hob from Electrolux – including its durability, practicality and sleek design – are demonstrated through a series of ads featuring vignettes of people engaging in outdoor activities including skiing, wild fishing and woodworking that highlights the ‘tough’ and ‘practical’ nature that can be part of living in Sweden. Further striking spots of the ‘beautiful’ and ‘cool’ group of people reinforce the sleek design of the hob. The Swedish characters also gather around the hob to enjoy a traditional Swedish meal together.

In an unexpected twist, a lumberjack flings his axe across the hob, emphasizing the scratch-resistant beautiful matt finish. The film ends with an atmospheric 360-degree shot of the SaphirMatt Hob’s glass finish, floating in front of a picturesque forest landscape, to showcase the product’s unique glass coating and pay homage to the brand’s rich Swedish heritage.

A campaign made in Sweden

Launching in May 2025, the campaign is created by Publicis London and features a 45-second film as well as 30, 20, and 15-second cutdowns. Shot in Sweden by Scandinavian director Tore Frandsen, Tough being Beautiful spotlights unique aspects of Swedish culture which embody the attributes of the SaphirMatt hob.

“It was a great honour to work with iconic brand Electrolux.” says Noel Bunting, chief creative officer, Publicis London. “With a rich 100-plus year history, we saw a huge opportunity to amplify the brand’s Swedish heritage and values globally and we’re very excited to see the creative hit screens and stores around the world.”

Source: Electrolux Group