Domestic appliance manufacturer Hoover is targeting 13million viewers in the UK with its ‘The Way You Live’ campaign, after signing an advertising deal with online Video On-Demand (VOD) platforms.

The advertising campaign will feature hero models from its cooking, washing and floorcare collections and will be distributed across Facebook, Instagram, YouTube and Google.

It will include the Hoover AXI AI washing machine and dishwasher (pictured), as well as the H-System cooking appliances and H-Free 700 cordless vacuum cleaner.

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Created to explain the innovation and expertise of each appliance design, the ad series has also been designed to demonstrate how the appliances fit into modern lifestyles.

The campaign will also see Hoover’s AXI washing machine model appear in Procter & Gamble’s “Can Ariel 3in1 Pods Beat the Mud?” advert.

The commercial uses the AXI washing machine to demonstrate the ability of Ariel detergent to remove encrusted dirt from white clothing worn by fun runners.

Hoover has been prominent on TV screens, over the past two years, having sponsored This Morning in Ireland, ITV’s James Martin’s Saturday Morning and The Good Food Channel.

The appliance manufacturer also appointed celebrity chef Simon Rimmer as brand ambassador.

This VOD campaign will see the brand diversity its advertising streams, in a bid to reach an even wider audience.

The adverts will be display at the start of, or during, video streaming, with an emphasis on reaching those who are more likely to be looking to upgrade their home appliances.

Director of brand and communications at Hoover Candy Group Antony Peart said: “We see this deal as a fantastic opportunity to get our newly-released products in front of consumers, highlighting their performance capabilities, style and functionality.

“Our ‘The Way You Live’ campaign focuses on real people’s lives and seeks to draw the connections between the careful design process for our products and they way in which consumers put them into practice.”

He continued: “We are looking forward to engaging with consumers around what they want and expect from appliances that fit their lifestyles.

“This campaign will help spark that conversation and we feel it will highlight that we have a lot to offer the various markets for domestic appliances, both in terms of high-performance products that contribute towards a healthy home and a more relaxed lifestyle.”