Solution

Dyson is a brand led by its own technological conviction – the Dyson handheld campaign was no different. The core campaign idea relentlessly focuses on the product and its two key attributes:
-          a handheld vacuum cleaner from Dyson
-          which doesn’t lose suction (efficacy)
Given its unusual and powerful product look, it was felt that a campaign that simply but powerfully showcases the new Dyson DC16 and highlights its clear advantage (no loss of suction) would deliver the required message. This simplicity of message is further highlighted in the fact the campaign was only 10 seconds.