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
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.