From the article posted on Roast Brief:
"Publicis London and German appliance brand AEG have launched “You Can’t Go Back”, an integrated campaign shot entirely through a freshly washed glass lasagne dish.
Spotlighting the N.E.W Favorit dishwasher’s superior cleaning power through both its craft and creative, the work is AEG’s first large‑scale dishwasher campaign in a decade and rolls out throughout Europe across the summer.
At its centre is a 30-second hero film directed by James Hawes, whose recent work includes Slow Horses, Black Mirror and Doctor Who. The spot opens to an art gallery and shows a man noticing a fingerprint on the glass protecting a sculpture. When he crosses the barriers to wipe it away, alarms sound and security rushes in.
The moment cuts to the line “You can’t go back to almost clean”, as he holds a sparklingly clean dish up to the camera, hinting at the surprising activation behind the film.
To show, rather than just tell people how clean this dishwasher gets your dishes, the film was shot through a lasagna dish that only moments before had been used to cook a lasagna, was then washed in an AEG N.E.W. Favorit dishwasher, then rigged to the front of the camera. In a world first, every frame of the campaign (including the stills), were shot through the same used, then washed lasagna dish. A show of confidence and proof of cleaning prowess technique that has been coined the “Lasagna Lens”.
The film’s eerie, restrained atmosphere, rarely seen in appliance advertising, reflects the campaign’s central idea: once you experience a higher standard, you can never return to what came before.
Supporting the hero film is a suite of social assets, spotlighting the craft behind the idea. 45, 15 and 6-second spots show the practical and creative challenge of shooting through a real glass lasagne dish.
The campaign launches in May across Belgium, Luxembourg and the Netherlands, with further European markets rolling out throughout 2026.
You Can’t Go Back runs across TV and social. Production was handled by Publicis Production, with media planning and buying handled by Zenith International."
From the article posted on Roast Brief:
"Publicis London and German appliance brand AEG have launched “You Can’t Go Back”, an integrated campaign shot entirely through a freshly washed glass lasagne dish.
Spotlighting the N.E.W Favorit dishwasher’s superior cleaning power through both its craft and creative, the work is AEG’s first large‑scale dishwasher campaign in a decade and rolls out throughout Europe across the summer.
At its centre is a 30-second hero film directed by James Hawes, whose recent work includes Slow Horses, Black Mirror and Doctor Who. The spot opens to an art gallery and shows a man noticing a fingerprint on the glass protecting a sculpture. When he crosses the barriers to wipe it away, alarms sound and security rushes in.
The moment cuts to the line “You can’t go back to almost clean”, as he holds a sparklingly clean dish up to the camera, hinting at the surprising activation behind the film.
To show, rather than just tell people how clean this dishwasher gets your dishes, the film was shot through a lasagna dish that only moments before had been used to cook a lasagna, was then washed in an AEG N.E.W. Favorit dishwasher, then rigged to the front of the camera. In a world first, every frame of the campaign (including the stills), were shot through the same used, then washed lasagna dish. A show of confidence and proof of cleaning prowess technique that has been coined the “Lasagna Lens”.
The film’s eerie, restrained atmosphere, rarely seen in appliance advertising, reflects the campaign’s central idea: once you experience a higher standard, you can never return to what came before.
Supporting the hero film is a suite of social assets, spotlighting the craft behind the idea. 45, 15 and 6-second spots show the practical and creative challenge of shooting through a real glass lasagne dish.
The campaign launches in May across Belgium, Luxembourg and the Netherlands, with further European markets rolling out throughout 2026.
You Can’t Go Back runs across TV and social. Production was handled by Publicis Production, with media planning and buying handled by Zenith International."
CLIENT: AEG / ELECTROLUX
ADVERTISING AGENCY: Publicis London
CCO: Noel Bunting
CREATIVE DIRECTOR: Matthew Comras
SENIOR CREATIVE: Flora Zenman
SENIOR ART DIRECTOR: Nian He & Tiago Beltrame
DESIGNER: Dave Stansfield
PROJECT MANAGER: Kike Adetunji
HEAD OF STRATEGY: Katie Hibbard
STRATEGY DIRECTOR: Adam McGlashan
BRAND STRATEGIST: Guillermo Ibeas
BUSINESS LEAD: Josh Norris
ACCOUNT DIRECTOR: Marta Esteban
AGENCY PRODUCER: Daisy Bambridge & Joseph Tomlinson
MEDIA BUYING AGENCY: Zenith International
MEDIA PLANNER: Zenith International
PRODUCTION COMPANY: Publicis Production
DIRECTOR: James Hawes
EDITOR: Ben Corfield, Stitch
PRODUCER: Rebecca Shawyer, Executive Producer, Sarah Tognazzi, Producer
POST-PRODUCTION COMPANY: Harbor
AUDIO POST-PRODUCTION COMPANY: Harbor
PHOTOGRAPHER: Carl Lemon
SOUNDS DESIGN AND MIX: James Benn
AUDIO PRODUCER: Phoebe Baltazar
FLAME: Leah Ayinde, Gus Ribeiro
AFTER EFFECTS: Diogo Gill, Jared Tomkins
COLOURIST: Mara Ciorba
VFX PRODUCER: Abi Klimaszewska, Dan Love
