Wash Life Balance: faster, smarter laundry built around time

The big idea: less laundry, more life

Electrolux and Publicis London frame 'Wash Life Balance' as a simple tradeoff: smarter tech gives time back. The 900 series washing machine and tumble dryer turn chores into margin for living.

One promise, one proof

The headline claim is specific and credible: a full wash in 45 minutes. Benefit first, feature second, so speed reads as freedom, not just a spec.

A film that earns attention

Directed by Jesper Ericstam, the long-form film contrasts an exquisitely slow Swedish day with swift, efficient laundry. Canoe carving and one-by-one coffee grinding meet a machine that finishes before fika, ending on a calm lake glide.

Built to travel, ready to localize

Rolling out from August 18 across TV, digital, social, and retail in Asia, Australia, and Europe, the modular system adapts messages by market while keeping a Swedish core.

Brand truth, clearly stated

A century of Swedish heritage and human-centric innovation connect this work to the platform after 'Tough Being Beautiful'. The purpose is plain: shape living for the better by giving time back.

CREDITS

CAMPAIGN TITLE: ‘Wash Life Balance’

CLIENT: Electrolux

ADVERTISING AGENCY: Publicis London

CCO: Noel Bunting

CREATIVE DIRECTOR: Matt Comras

SENIOR CREATIVE: Flora Zeman

COPYWRITER: Jonny Ford

SENIOR DESIGNER: Oskah Manchip

SENIOR DESIGNER: Ere Lozano

DESIGNER: Michael Damasco

HEAD OF STRATEGY: Katie Hibbard