NEWS: Electrolux shows humorous BBH ads

Bartle Bogle Hegarty has taken Electrolux on to TV this week with two humorous commercials to promote the vacuum-cleaner’s new Wide Track and Compact Power ranges.

Bartle Bogle Hegarty has taken Electrolux on to TV this week with two

humorous commercials to promote the vacuum-cleaner’s new Wide Track and

Compact Power ranges.



The pounds 2 million advertising burst broke on Wednesday in a six-week

run designed to emphasise Electrolux’s premium price and innovative

product range.



The first 30-second commercial, ‘meditation’, for the Wide Track model,

is set in a monastery. As it opens on a group of levitating, meditating

monks, another monk runs into the room to clean the floor. Knowing that

he only has a short time before his levitating brothers return to the

ground, he rushes around with a Wide Track, which are described as

‘Britain’s fastest floor cleaners’. He finishes the job just as the last

monk lands on the ground.



The ‘armchair’ ad for the Compact Power range shows a woman vacuuming

her flat. As she does this, the man in the flat downstairs is sucked up

from his armchair and pinned to the ceiling due to the force of the

suction. The vacuum-cleaner moves about the floor, dragging the man

around the ceiling, before he finally falls back into his armchair when

it is switched off.



The creative director on the campaign was Dennis Lewis. The ads were art

directed by Simon Robinson, written by Jo Moore, produced by Francis

Royle and directed by Christian Levring, through Freedom Films.



The ads will run on prime-time television and aim to achieve 85 per cent

coverage and 520 TV ratings. The campaign will focus on Thursday and

Friday evenings to maximise potential weekend purchases. Media planning

and buying is by Motive.



Electrolux is currently considering centralising the media arrangements

for its Electrolux, AEG and Zanussi businesses.



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