Home appliances firm Electrolux has launched a new campaign to champion its latest innovation and celebrate the important role the brand plays in Swedish culture.

Devised by creative agency Publicis London, working on its first campaign for Electrolux, ‘Tough being Beautiful’ will look to dramatise the Swedish values that the firm embodies.

The work will be centred around a cinematically-shot 45-second film that illustrates the “beauty” and “practicality” of Swedes and Electrolux’s new, scratch-resistant hob.

“We wanted to bring something different to the home appliance space and saw a huge opportunity to do this by re-introducing Sweden and Electrolux to the world,” said Noel Bunting, chief creative officer of Publicis London.

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“With Tough being Beautiful, we’re celebrating the Swedes’ uncanny ability to create something beautiful and practical, being effortlessly (and annoyingly) cool in the process.”

The sport will run across TV, social media, print, digital, retail and e-commerce throughout Europe with “unique tailor-made” edits made for each country. Media planning and buying was handled by Zenith.

Nikos Bartzoulianos, group CMO of Electrolux added: “‘Tough being Beautiful’ is more than a campaign — it’s a statement of what Electrolux stands for. We’re delivering home appliances that are not just beautifully designed, but built to perform in real homes, for real people. This launch embodies our promise: meaningful innovation that combines durability, practicality, and style.

“With the SaphirMatt Hob, we’re setting a new standard, proving that beauty and toughness can, and should, go hand in hand. Publicis London brought this to life with great flair — a sharp, stylish take on our Swedish roots that help us cut through in a fresh, unexpected way, paving the way for an exciting brand journey.”