AEG and Publicis London say it’s time to stop settling in ‘It’s Your Haus’

AEG and Publicis London have launched ‘It’s Your Haus’, a new UK brand platform challenging the nation’s tendency to settle for appliances and interiors that don’t truly reflect personal taste.

While many people want their homes to feel personal and expressive, practical considerations, inherited choices and the pressure to play it safe often mean people end up living with products that weren’t consciously chosen.* 

Created by Publicis London, ‘It’s Your Haus’ positions AEG as the brand for people who refuse to settle. The platform encourages people to stop designing homes for estate agents, future buyers or other people’s tastes and start creating spaces that genuinely reflect who they are.

The platform launches with a bold new manifesto film celebrating those who refuse to settle for someone else’s idea of good taste. Set within a series of increasingly expressive homes, the film turns everyday domestic spaces into showcases of individuality, creativity and self-expression.

From dancing across kitchen countertops to applying lipstick in the reflection of an oven door, the playful vignettes showcase AEG‘s kitchen and laundry range through striking cinematography and vibrant design-led storytelling. Throughout, viewers are reminded that many of the things they live with every day were never their choice in the first place. The film ends with the line: “It’s not your mum’s. It’s not your estate agent’s. It’s your Haus.” 

The campaign marks the launch of a long-term platform for AEG in the UK and spans BVOD, social, digital out-of-home and retail throughout the autumn. Media planning and buying was handled by Zenith.

Across Meta, TikTok and Pinterest, a suite of product-focused social films demonstrates how AEG combines design and performance across its range. Using split-screen creative, each execution contrasts “the product you could have settled for” with “the product you chose”, showcasing innovations including the AEG SaphirMatt® hob, which is up to ten times more scratch-resistant than standard ceramic hobs, the CookSmart oven with AI TasteAssist, and the Iris dishwasher featuring ComfortLift® technology.

The platform also extends into interactive digital out-of-home placements, where kitchen spaces dynamically change in response to passers-by, spotlighting the idea that no two homes, and no two tastes, should look the same.

Noël Bunting, Chief Creative Officer at Publicis London, said: “Most homes are full of compromises. We found that when people do have the opportunity to make a choice for themselves, they want products that feel as personal as the rest of their home. It’s Your Haus gives AEG a role in encouraging people to stop settling and start creating spaces that reflect who they are.”

Elisenda Picola Brau, VP Marketing & Sustainability EMEA, Electrolux Group, said: “For more than 130 years, AEG has believed that great design and outstanding performance belong together. ‘It’s Your Haus’ brings that belief to life for a new generation of homeowners. We know many people feel pressure to play it safe when it comes to their homes, but creating a space that reflects who you are shouldn’t mean compromising on functionality. This campaign is about showing that you can have both.”

Source: Publicis London

  Advertising, AEG, Brand Platform, Campaign, Electrolux Group, Marketing, Publicis Groupe, Publicis London