Only the Swedes could create a hob that’s both strikingly elegant and practically indestructible.
Electrolux’s new campaign, “Tough being Beautiful,” doesn’t just introduce an appliance—it reframes what we expect from the objects we use every day. The SaphirMatt Hob, at its core, is a masterclass in contrasts: delicate in appearance, yet built to endure the harshest use.
The storytelling is confident, but never loud. A skier slicing through snow, a fisherman braving icy waters, a lumberjack flinging an axe—each scene builds the case for a product that’s as resilient as it is refined. The axe landing on the hob isn’t gimmickry. It’s a moment of proof.
That’s what makes this campaign work: it respects the intelligence of its audience. It doesn’t shout. It shows. It doesn’t ask for trust—it earns it.
There’s a reason the final shot lingers on the glass finish, floating in a forest like a piece of sculpture. It’s not just a product demo. It’s a quiet declaration: beauty without durability is decoration. And durability without beauty is utility. The SaphirMatt Hob dares to be both.
And in doing so, Electrolux isn’t just selling a hob. They’re selling a new standard.
Campaign Title: ‘Tough being Beautiful’
Publicis London
CCO: Noel Bunting
CREATIVE DIRECTORS: Matt Comras and Tom Dixon
HEAD OF DESIGN: Ryan Connolly
DESIGNER: Ere Lozano
HEAD OF STRATEGY: Katie Hibbard
SENIOR STRATEGIST: Joe Percy
CHIEF OPERATING OFFICER: Trent Patterson
GROUP BUSINESS DIRECTOR: Josh Norris
SENIOR ACCOUNT MANAGER: Emma Tacon
PRODUCER: Daisy Bambridge
PROJECT MANAGER: Tania Pinheiro
DIRECTOR: Tore Fransden
EXECUTIVE PRODUCER: Stephanie Walton / New Land
PRODUCER: Caroline Sandberg / New Land
PHOTOGRAPHER: Amanda Gylling
STILLS PRODUCER: Julianne Honea / Bad Land
OFFLINE EDITOR: Andreas Arvidson
POST SUPERVISOR: Sheldon Gardner / Time Based Arts
POST PRODUCER: Lily Barron/ Time Based Arts
AUDIO: 750 MPH
MUSIC: 20Below
Electrolux
GROUP CHIEF MARKETING OFFICER: Nikos Bartzoulianos
HEAD OF BRAND CONTENT: Betsy Salas
HEAD OF MARKETING, COMMUNICATION STRATEGY & PLANNING: Lina Öhling
CREATIVE DIRECTOR: John Tonkes
MARKETING OPERATIONS MANAGER: Paulina Kozlowska
CLIENT PRODUCER: Sandra Fohlin
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