"Tough Being Beautiful"

19 May 2025

45s

Nordic excellence.

It would be interesting to know how a Swedish audience feels about the playful meditation on stereotypes associated with their country contained in this commercial for Electrolux. It does feel as though we are laughing with them rather than at them, but in an era of tremendous sensitivity, that isn't always enough to spare a piece of work from criticism.

And who knows whether it makes it better or worse that the UK agency commissioned Tore Frandsen - a Dane - to direct it .After all, it's not for DAVID to unpick the nuances of inter-Scandinavian relationships, But, according to this outsider eye, it is very entertaining and we strongly suspect the Swedes would enjoy this depiction, as its very affectionate.

In terms of the advertising proposition, it serves a very useful purpose. Electrolux's Swedishness is not as well known as it might be, and given that country's reputation for excellence when it comes to both design and engineering, that seems to have been - up to now - a missed opportunity. So,provided the Swedes are happy with it, we feel this is a very good piece of communication!

UK

Electrical Appliances