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Electrolux has launched its latest global campaign, “Wash Life Balance”, with Publicis London. The campaign promotes the Electrolux 900 Series washing machine and tumble dryer, spotlighting the brand’s fastest ever full load in just 45 minutes.
It’s not an ad about fabric care or detergent dosage. It’s advertising as theatre. A reminder that Electrolux, founded in Sweden more than 100 years ago, is repositioning itself as more than a white goods manufacturer.
The film follows a young couple living at an exaggeratedly slow pace: chiselling a canoe from scratch, grinding coffee beans one by one, drifting across a still lake. Every scene is stretched and deliberate. The punchline? Their laundry is done before the coffee is brewed.
Creative restraint, cultural wit
So, what is Electrolux’s new Wash Life Balance campaign about? It’s parody with restraint.
The cinematography is awash in pale timber and golden light, closer to a feature in Archetectual Digest than an appliance ad.
Sound design leans into the silence. The scrape of wood, the crack of a single coffee bean, so that the hum of the machine lands as the real moment. Even the voiceover - Swedish cadence delivered in English, offers the work global appeal but rooted heritage.
One of the film’s subtler cues is the couple stripping down to their underwear to load the machine, no awkwardness, no self-consciousness. It’s a cultural detail that feels distinctly Swedish. I was once at a dinner with Swedish friends, when a guest, fresh off a long-haul flight, wandered into the kitchen in just his boxer shorts utterly unbothered, utterly natural. My host explained: this wasn’t meant to shock. It was Swedish ease. That same unfiltered confidence runs through the campaign.
“We all want to spend less time doing laundry and more time doing the fun stuff,” says Noël Bunting, Chief Creative Officer at Publicis London. “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.”
Lifestyle meets market reality
How fast is the Electrolux 900 Series washing machine? According to the brand, it can deliver the market’s best stain removal and a full 12kg load in 45 minutes. But beyond the cycle speed, this campaign is about repositioning Electrolux’s brand.
Group CMO Nikos Bartzoulianos describes it as the “next chapter in the Electrolux brand journey”.
“At its heart is a simple idea: when technology works smarter, you spend less time on chores and more time enjoying life,” he wrote in a LinkedIn post announcing the campaign. “Together with ‘Tough Being Beautiful,’ which showcased our SaphirMatt hob earlier this year, these campaigns mark a bold new era in how we tell the Electrolux story: cinematic, distinctive, and anchored in our Swedish heritage.”
That shift comes at a critical time.
In Q1 2025, Electrolux sales rose 7.9%, and the company swung from a SEK 720m operating loss last year to a SEK 452m profit (Electrolux Interim Reports 2025). Analysts expect EBITDA margins to climb to 7–7.5%, with SEK 3.5–4bn in cost savings on track (Reuters, Investing.com).
Still, how is Electrolux performing financially in 2025? The stock remains near its 52-week low, down around 28% year-on-year. That means campaigns like this aren’t just consumer-facing. They’re investor signals.
Who created the Wash Life Balance campaign? The work was developed by Publicis London, directed by Jesper Ericstam, with media handled by Zenith. Key contributors include Creative Director Matt Comras, Senior Creative Flora Zeman, Head of Strategy Katie Hibbard, and Business Lead Josh Norris.
Electrolux isn’t just selling a 45-minute wash cycle. They’re selling back minutes of your day, reframed as cultural capital. That’s a strategic pivot in a commoditised category where Bosch and Miele also compete on speed and efficiency.
But this isn’t only about consumers. With sales recovering and the stock under pressure, the brand also needs to reassure investors it can win share in a crowded field. Campaigns like “Wash Life Balance” are designed to do both: elevate perception and signal confidence.
If it delivers, in engagement, brand preference, and ultimately sales, Electrolux will prove that storytelling isn’t a soft extra in this category. It’s a competitive necessity.
Credits
Client
- Nikos Bartzoulianos, Group Chief Marketing Officer, Electrolux
Agency (Publicis London)
- Noel Bunting, Chief Creative Officer
- Matt Comras, Creative Director
- Flora Zeman, Senior Creative
- Jonny Ford, Copywriter
- Katie Hibbard, Head of Strategy
- Adam McGlashan, Strategy Director
- Josh Norris, Business Lead
- Guergana Stoytcheva, Senior Account Director
- Daisy Bambridge, Agency Producer
Production
- Jesper Ericstam, Director
- Gösta Reiland, Director of Photography
- Rebecca Shawyer, Executive Producer, Prodigious
- Ben Davidson, Producer, Prodigious
- Christos Mavridis, VFX Supervisor
- Gary Forrester & Jack Williams, Editors (TenThree)
- Hannes Soderlund, Photographer
Media
- Zenith, Media Buying Agency
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