Electrolux has announced the launch of a new advertising campaign titled 'Tough being Beautiful'. The campaign is designed to highlight Swedish values such as togetherness, practicality, love and respect for nature, and an appreciation for premium simplicity. It centres around the SaphirMatt Hob, an award-winning product from Electrolux.

Scheduled to begin this month, the campaign will be featured across multiple platforms including TV, social media, print, digital, retail, and e-commerce in key European markets and Australia. Publicis London is the creative agency behind the campaign, which includes a 45-second film along with 30, 20, and 15-second cutdowns.

The campaign was shot in Sweden by Scandinavian director Tore Frandsen. It features vignettes of people engaging in outdoor activities such as skiing, wild fishing, and woodworking to underscore the 'tough' and 'practical' nature of Swedish living. One notable scene includes a lumberjack flinging his axe across the hob to demonstrate its scratch-resistant finish. The film concludes with a 360-degree shot of the SaphirMatt Hob's glass finish against a forest landscape, showcasing its unique glass coating.

Nikos Bartzoulianos, Electrolux Group Chief Marketing Officer, stated: "Tough being Beautiful is more than a campaign, it's a statement of what Electrolux stands for - pride in our Swedish heritage." He further added, "Whilst this campaign focuses on one specific product experience around the award-winning SaphirMatt Hob, the sharp, stylish take on our Swedish roots honors all those that own a piece of Electrolux in their homes. This is brought to life with great flair that will not only help us cut through in a fresh, unexpected manner, but paves the way for a bold and exciting brand journey to come."

Noel Bunting, Chief Creative Officer at Publicis London, expressed his enthusiasm for the project, saying, "It was a great honour to work with iconic brand Electrolux." He also stated, "With a rich 100-plus year history, we saw a huge opportunity to amplify the brand's Swedish heritage and values globally and we're very excited to see the creative hit screens and stores around the world."