Westinghouse plays on ‘incompetent dad’ and ‘busy mum’ stereotypes in refreshed campaign

Household appliances company Westinghouse is showcasing the “chaos” of everyday family life in its refreshed Really Clever brand campaign, focusing on a dad with poor cooking skills, and a mother who juggles kitchen duties while managing her children’s various predicaments.

The brand said the campaign challenges category conventions and takes an honest approach to the chaos of modern family households. 

A 30-second spot promoting Westinghouse’s Really Clever Steam Assist Oven shows a dad who struggles to live up to his wife’s cooking standards while she is away.

The kids love it when mum is away, as it’s “fun”, but even the pet dog won’t eat his roast chicken.

“But, with the Westinghouse Steam Assist Oven, I can now cook anything,” the TV dad says.

The oven, the dad says, makes him look really clever.

The second 30-second spot showcases a mum – who by contrast has three separate meal elements being prepared on the stove top – cooking and running interference with her children.

The ad promotes the pause function on Westinghouse’s Really Clever Induction Cooktop, which enables her to leave the kitchen and attend to her children – and her husband who is scared of spiders.

“Westinghouse is a brand that prides itself on an ethos of practical inventiveness by creating products that provide a true functional benefit to its customers,” Electrolux Home Products marketing director Anastasia Barlas said. “This is an iconic brand that Aussies love and so we wanted to tell our story by being honest in how we portrayed Aussie family life and the role our products play in them.”

The ad will run across broadcast, digital, social and retail for the next six months.

A Really Clever campaign execution


Electrolux – Westinghouse
Marketing Director: Anastasia Barlas
Senior Marketing Manager ANZ: Richelle Barker
Senior Brand Manager: Karen Nguyen

Strategy & Creative: Connecting Plots

Production: Infinity Squared

Media: PHD

PR & Social: Hausmann

Digital: Orchard


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