Swedish home appliances brand Electrolux is spotlighting the time and labour-saving qualities of its new 900 series washing machine and tumble dryer with an omnichannel campaign.

Created in partnership with agency of record Publicis London, ‘Wash Life Balance’ looks to playfully show how the firm’s smarter technology means less time on chores and more time living.

Following on from Electrolux’s previous film ‘Tough Being Beautiful’, this latest clip is also inspired by Swedish values and lifestyle, and aims to tap into the idea that Swedes live full, rich lives at their own “relaxed pace”.

“We all want to spend less time doing laundry and more time doing the fun stuff. And if we can inspire the world to embrace that wash/life balance and a slower, more Swedish lifestyle, then that’s the power of international creativity,” said Noel Bunting, chief creating officer at Publicis London.

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‘Wash Life Balance’ will roll out from today (18 August) across TV, digital, social media and retail platforms in Asia, Australia and Europe, prioritising region-specific messaging. Media planning and buying was handled by Zenith.

Nikos Bartzoulianos, group CMO at Electrolux added: “Rooted in the understanding that most people want to spend as little time on chores as possible, ‘Wash Life Balance’ is a stylistic celebration of Swedish values and the human-centric innovation we bring to every product experience.

“As a global brand founded in Sweden more than 100 years ago, at Electrolux we want to share how the Swedish approach to life can help people strike a rewarding balance. The campaign delivers on a consumer need for a quick wash and in turn, demonstrates the Electrolux purpose to shape living for the better.”