Electrolux returns to TV for first time in six years

Electrolux Vacuums NZ has returned to local TV for the first time in six years with a local campaign pulled together by a team of freelancers.

The TV-led campaign reaffirms the brand’s European quality through the Swedish character Filip, played by Stockholm native Peter Nitchk, who fanboys over the vacuum range to demonstrate its strength and a detachable handheld unit.


Filip’s brand of Scandinavian enthusiasm is set to become something of a staple on local television, with a number of additional spots set to be rolled out over the course of the year. These ads will focus on individual products within the Electrolux range and be supported by a comprehensive digital media schedule and a new website designed and developed by Hatch.

3rdeye Recruitment assembled the team for the campaign, bringing project strategist and manager Daniel Piper with creative directors Guy Johnson and Phil Parsonage to report to Electrolux home care and small domestic appliances general manager Alan Dalton.

The TVCs were then produced by Sam McCauley at Flying Start and directed by Chris Clark.

This is not the first time 3rdeye has worked with a client in this capacity, with the company’s creative recruiter Clinton Ulyatt saying it works with a broad range of clients and agencies who, for whatever reason, need a bespoke solution to their communication challenges. In fact, it’s working on two similar projects right now.

“We often advise and structure teams to suit the requirement. In all areas of our business, across account service, media and creative,” he says, adding it also works with mergers and acquisitions of communication agencies, which is not typically expected from a recruitment company.

He says that after years in the recruitment industry, he has access to established long-standing relationships with creatives in the industry, enabling him to match the right talent to the right project for a client.   

“We have a very broad view who is out there and available, those tried and true as well as those practitioners who are new to the market. We know from experience what combinations work – getting the combination of talent and personality right is core to what we do,” Ulyatt says.

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