BBH uses scientific shots for Electrolux press and TV series

Bartle Bogle Hegarty has created an unusual Tomorrow’s World-style film for Electrolux which shows the process of a cake baking.

Bartle Bogle Hegarty has created an unusual Tomorrow’s World-style

film for Electrolux which shows the process of a cake baking.



The 30-second TV spot was created by the agency with the help of Oxford

Scientific Films. A cake was filmed from the inside as it cooked and the

footage shows the mixture solidifying and hardening before emerging from

the cooker as a cake.



A protected lens was inserted into the cake mixture to show the baking

process at 180¡C. Large-scale models were then used to recreate some of

the dramatic processes caught on film, including molecules bursting and

the dough stretching.



The TV campaign, which breaks in the first week of October, will be

supported by four press ads that illustrate the processes of freezing

and cooking as well as baking. One execution features an enlarged shot

of a lettuce leaf with breathing ’pores’ to show that wrapping

vegetables can suffocate them.



The campaign aims to demonstrate Electrolux’s understanding of the

transformation of ingredients into food and the importance of

preparation and cooking.



The press campaign, which was photographed by Laurence Haskill, will run

in home, lifestyle and women’s magazines. Both the TV and print

campaigns were written by Dennis Lewis and art directed by Martin

Galton. The film was directed by Peter Darrell through Oxford Scientific

and the press campaign’s typography was by Andy Bird. Media for TV will

be bought by Motive while Zebra will handle press.