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Agency Network: 
Published/Aired: 
April 2010
Description: 

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. Instead we wanted to talk about what these objects help the consumer to deliver. Fun mealtimes, family warmth, magical moments with friends. These are the real end benefits. It was about shifting the conversation from things the consumer doesn't care about to those things they do.

Film advertisment created by Lowe, United States for Electrolux, within the category: Electronics, Technology.

Advertising Agency: Lowe Brindfors, USA
Executive Creative Director: Basil Mina
Creative Directors: Steven Hanratty, Hakan Fagerstedt
Writer: Steven Hanratty
Art Director: Hakan Fagerstedt
Exec Producer (Agency): Mark Baughen
Account Directors: Peter Preisler, David Boscawen
Strategic Planning: Annika Rehn, Bert Moore
Director: Mehdi Norowzian
Production Company: Joy @ RSA
Producer: Chris McBride
Editor: Alex Hagon
Editorial: Arcade Edit
Visual Effects: Smoke and Mirrors
Flame operator: John Berridge
Music: "Roll The Dice"
Artist: Sara Schiralli

Comments (7)

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Highest Rated

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Awesome

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Awesome

whatthefudge's picture
whatthefudge
Activity Score 1266

Now this was refreshing!

Appolonia's picture
Appolonia
Activity Score 298

very alive and i like the copy!

Paloma's picture
Paloma
Activity Score 531

I don't like everything... but like the idea

busy200706's picture
busy200706
Activity Score 6

很有意思的广告

Alan Zed's picture
Alan Zed
Activity Score 58

Well done !

raavigeorgian's picture
raavigeorgian
Activity Score 2444

visually stimulating...

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