At the Heart of Home Life

A washing machine with the wit of Russell Tovey. An oven with Phillipa Dunne’s comic timing. A fridge voiced by Terence Maynard. After 100 years on the high street, Hughes, the family-owned electrical retailer beloved across East Anglia, has unveiled its first ever brand campaign, created by BIRD London with media partner Palace Project.

Titled *At the Heart of Home Life*, the campaign brings household appliances to life as quirky, chatty characters who bicker, banter, and quietly keep family life running – a playful twist on Hughes’ belief that electricals are the unsung heroes of every home.

Hughes has long been seen as a dependable high street retailer, much loved by its loyal customers, quietly part of everyday life. But in a crowded market, staying visible is harder than ever. This campaign brings the brand to life by giving voice and personality to the machines that keep homes running, reminding a new generation why Hughes still matters – and making people smile while doing it.

"This campaign represents a significant moment for Hughes," said Emily Stoten, Marketing Director, Hughes. "After a century of serving East Anglian families, we recognised the need to evolve our brand connection while staying true to our family values. These animated characters perfectly capture how our appliances become part of people's daily lives – reliable, hardworking, and essential to keeping families happy."

Seven animated characters take centre stage in the campaign’s 30" and 20" TV spots; a lively cast designed by award-winning illustrator and director Al Murphy of Everyone Agency. The characters gossip like co-workers once the humans leave, showing the everyday dedication of the machines that keep homes humming.

The voice cast includes Russell Tovey (*Being Human, Years and Years*) as the ever-diligent washing machine, Phillipa Dunne (*Derry Girls*) as the warm-hearted oven, and Terence Maynard (*Coronation Street*) as the no-nonsense fridge.

“Electrical retailers usually compete on specs and price,” said Steve Parker, Strategy Partner, BIRD London. “But Hughes has survived 100 years because people genuinely love and trust it. We wanted to tell a bigger story. One that’s warm, funny, and human. These characters let us show that appliances aren’t just machines. They’re the heartbeat of family life.”

*At the Heart of Home Life* marks Hughes’ first fully integrated, cross-channel brand campaign, with Palace Project driving the media strategy. The 360 campaign first launches on TV before rolling out across outdoor, radio, digital, and in-store. The campaign focuses on long-term brand-building, key to a family business looking to secure their place in the minds – and hearts – of families planning their next big purchase.