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 better wash-life balance.
At the heart of the campaign is this film directed by Jesper Ericstam via production company Prodigious 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 while carving a canoe from scratch and grinding coffee beans one by one for their afternoon fika (coffee and snack break).
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.
Noel Bunting, chief creative officer, Publicis London, said: “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.”
