Electrolux is running an advertising campaign promoting white goods kitchen appliances with a combination of animation and live action. The idea of the campaign is to take a category that people care very little about and inject it with emotional meaning. Typically, white-good manufacturers talked about features like cooking temperatures, sizes and capacity of fridges, freezers, ovens, stove tops and range hoods. This campaign aims to show how the appliances help the consumer to deliver the real benefits of fun mealtimes, family warmth, magical moments with friends.
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The Table campaign was developed at Lowe Brindfors, Stockholm, by executive creative director Basil Mina, creative director/copywriter Steven Hanratty, creative director/art director Hakan Fagerstedt, agency producer Mark Baughen, account directors Peter Preisler, David Boscawen, strategic planners Annika Rehn and Bert Moore.
Filming was shot by director Mehdi Norowzian via Joy at RSA Films, with proudcer Chris McBride. Editor was Alex Hagon at Arcade Edit. Visual effects were produced at Smoke and Mirrors by Flame operator John Berridge.
Music is “Roll the Dice” by Sara Schiralli.