Electrolux presents the “second world’s piece of art” created by a home appliance, a washer

After the «world’s first» piece of art created by an Electrolux vacuum cleaner, the brand has once again tapped Saatchi & Saatchi Thailand to produce the «second» masterpiece—this time, made by a washing machine. 

The art experiment, conducted specially for the ad purposes, was curated by the Thai textile artist Pitchanan Sornyen. In the video, she puts white sheets into the washer and adds some powder paints of different colours instead of washing liquid — here’s how the magic is happening!

Nuntawat Chaipornkaew, Executive Creative Director of Saatchi & Saatchi, commented on this fresh take on home appliances advertising: «Most advertisements for washing machines treat appliances like commodities With Electrolux, we wanted to showcase the product with creativity and mystery to show that there is a lot more to the appliance than people expect.» And, probably, it wouldn’t be inappropriate to remind the consumers not to try this art experiment at home.

Watch the video «Washing: Re-Imagined» below.


Agency: Saatchi & Saatchi Thailand
ECD: Nuntawat Chaipornkaew
CGH: Papop Chaowanapreecha, Krissada Jun-Orn, Pornpen Rattanasaksopana, Taejay Lee
Art Directors: Shayne Chomchinda, Kajohnchai Rodklongtan, Prapat Patomchaiwiwat, Weerayut Angkharach, Poowadon Potichat
Copywriters: Tanongsak Tanoparat, Chavanon Tantisiriseranee, Nattinee Hemwanno,
Agency Producer: Aitthipat Boonkumol, Pattira Kietivanichanon, Chanida Noikampan
Account Service: Krittinee Kampitak, Nuttaphan Godden

Production Company: Wakeup Rabbit
Producer: Athip Vichuchaianan
Co-Producer: Nuttheera Payakken
Director: Pagorn Jungrungruang
Assistant Director: Thitipong Pimolwetkul
DOP: Panit Jirawattananunt
Cinematographer: Vijaktre Thirapat, Chalongwut Chorruangsak
Artist: Pitchanan Sornyen