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Electrolux “Break the Pattern” 2022

Electrolux “Break the Pattern” (2022) is an Electrolux commercial directed by Natanael Ericsson for Forsman & Bodenfors, produced by New Land. It won 3 awards, including Eurobest 2022 Gold Film Craft A05: Cinematography and shots Awards EMEA 2022 Gold — Cinematography (Up to and including two minutes).

A woman's journey from mundane laundry to a surreal world of discarded clothes highlights the environmental impact of fast fashion, leading to Electrolux's solution for garment longevity.

Video: Electrolux India on YouTube

Shot by shot

  1. A young woman with dark hair and bangs, wearing a light pink shirt, looks through clothes on a rack in a bedroom.© Electrolux0:00
  2. A young woman with short dark hair holds up a light blue t-shirt in front of a closet and a window, then drops it.© Electrolux0:03
  3. A young woman with dark hair and a pink shirt looks at clothes in a messy bedroom, appearing thoughtful.© Electrolux0:04
  4. A young woman with dark hair in a bun, wearing a pink shirt, holds a striped shirt while looking into a wooden closet.© Electrolux0:09
  5. A woman in her 30s, seen from behind, stands in a sunlit room, holding a small item, looking out through large windows at a building across the street.© Electrolux0:11
  6. Sunlight streams through a window onto a wooden floor, revealing a broom and a red curtain in a domestic setting.© Electrolux0:20
  7. Silhouetted clothes, including a red floral dress, hang on a clothesline against a clear blue sky, swaying gently in the breeze.© Electrolux0:41
  8. Clothes and other items fall from the sky, silhouetted against a cloudy blue sky, with tall buildings visible on the sides.© Electrolux0:54
  9. A white cloth and other fabric pieces are seen falling through the air, with a blurred background of a dark room.© Electrolux0:56
  10. A wide shot shows a vast landfill of discarded clothes under a dusky sky, with a white garment prominently featured in the foreground.© Electrolux1:00
  11. An extreme wide shot of a vast, dark landscape covered in discarded clothes, with mountains in the background under a twilight sky.© Electrolux1:07
  12. A young woman stands in a hallway, holding a piece of clothing, looking around thoughtfully in a dimly lit home.© Electrolux1:22

Stills © Electrolux. Made by Forsman & Bodenfors, New Land and Natanael Ericsson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Surreal journey through discarded clothes to promote Electrolux's sustainable laundry solutions.

Tagline: “For better living.”

mundane task leads to surrealismenvironmental awakeningjourney of discoverycontrast of old and new habitscall to action for sustainabilityvisual metaphor for waste

The cut

Length
100 s
Shots
36
Average shot
2.8 s

What creatives use Electrolux “Break the Pattern” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Electrolux “Break the Pattern”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman with dark hair and bangs, wearing a light pink shirt, looks through clothes on a rack in a bedroom.© ElectroluxA young woman with short dark hair holds up a light blue t-shirt in front of a closet and a window, then drops it.© ElectroluxA young woman with dark hair and a pink shirt looks at clothes in a messy bedroom, appearing thoughtful.© ElectroluxA young woman with dark hair in a bun, wearing a pink shirt, holds a striped shirt while looking into a wooden closet.© Electrolux
    Frames from Electrolux “Break the Pattern”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Electrolux “Break the Pattern” in order, with its length, framing and what happens in it.

    A young woman with dark hair and bangs, wearing a light pink shirt, looks through clothes on a rack in a bedroom.© ElectroluxA young woman with short dark hair holds up a light blue t-shirt in front of a closet and a window, then drops it.© ElectroluxA young woman with dark hair and a pink shirt looks at clothes in a messy bedroom, appearing thoughtful.© ElectroluxA young woman with dark hair in a bun, wearing a pink shirt, holds a striped shirt while looking into a wooden closet.© ElectroluxA woman in her 30s, seen from behind, stands in a sunlit room, holding a small item, looking out through large windows at a building across the street.© ElectroluxSunlight streams through a window onto a wooden floor, revealing a broom and a red curtain in a domestic setting.© Electrolux
    Length: 100 s · Shots: 36 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a journey of discovery

    Before you present an idea, you need to know who has done it, and how.

    Electrolux “Break the Pattern” is built on a journey of discovery. Search the library by idea to see every spot that uses it.

    Burbery “Burberry "Open Spaces”© BurberySamsung Electronics “What Does Your Mind See”© Samsung ElectronicsSuncorp “The Tale of Two Queenslands”© SuncorpHonda “Space-Hub”© Honda
    Burbery · Samsung Electronics · Suncorp · Honda

More commercials by Natanael Ericsson

More from Forsman & Bodenfors

Award-winning home commercials

Questions

Who directed the Electrolux “Break the Pattern” commercial?

Natanael Ericsson directed it, produced by New Land, for the agency Forsman & Bodenfors.

Which agency made Electrolux “Break the Pattern”?

Forsman & Bodenfors created it for Electrolux (2022).

What awards did Electrolux “Break the Pattern” win?

3 awards, including Eurobest 2022 Gold Film Craft A05: Cinematography, shots Awards EMEA 2022 Gold — Cinematography (Up to and including two minutes) and Eurobest 2022 Bronze Film Craft A01: Direction.

What is the tagline of Electrolux “Break the Pattern”?

“For better living.”

Sources for the credits and awards

The WorkThe Workshots