I have been wanting to write this article for several days about the effectiveness of the Dyson Cyclone V 10 vacuum cleaner commercial.
All of us are constantly bombarded with advertising messages.
Once there was only: television, radio and print media. Today there are websites, social channels, video channels … etc.
So we are inundated with publicity.
Big companies also invest millions to make a Campaign. Often I wonder: but did they show the commercial to a Typical Customer before broadcasting it on TV?
What did they want to communicate? What was their goal or CTA (Call to Action)? What values did they want to convey?
Well the commercial of the Dyson Cyclone V 10, in my opinion, is one of those examples, of rare effectiveness and clarity, personally, deserves maximum points.
Why?
Dyson commercial: transcript of speech
Let’s start with the full transcript of the speech, for convenience and to make the speach written by the copy recognizable, I will highlight them with our “corporate color”
“With this powerful digital motor, a new era begins. Dyson has reinvented the cordless vacuum cleaner. It’s definitely not a small attachment. This is now your big vacuum cleaner to thoroughly clean your whole house. So powerful that we stopped developing corded vacuum cleaners.”
And now to the analysis.
The video opens with an image of James Dyson, I have not done a verification but, given the last name, I assume he is the founder of the Company.
Note that he introduces himself as Engineer, not founder or anything else. He wants to make his role clear from the outset. The one who designs, engineers, finds technical solutions to problems. A handsome, experienced, well-dressed man who conveys calm, confidence, and serenity. He believes in what he says. He is the right testimonial.
Let’s move on to the speach.
Dyson commercial: message analysis
“A new era begins with this powerful digital engine.” 9 words to clearly communicate a multiplicity of concepts:
- Powerful: Capers if you look at it is tiny, you imagine that a powerful vacuum cleaner must have a big motor. Maybe not …
- is digital, so it is intelligent. It occurs to me that because of the fact that it is digital it uses power in the best ways, even though it is small. And therefore it is powerful.
- A new era begins. Fantastic in this passage begins the comparison with the competition. If a new era begins, it means that we at Dyson are the ones who are charting it. So it means we are definitely ahead of the competition.
Dyson has reinvented the cordless vacuum cleaner. This passage is also fantastic.
Dyson knows full well that he did not invent the vacuum cleaner, but something more.
He re-invents it.
That is, it builds something new, something that wasn’t ‘there’ before, something that meets new cleaning needs, basically not like the vacuum cleaners of yesteryear, the corded ones.
That is, those of the competition!
Dyson spot: how to strengthen and highlight a detail
It is certainly not a small accessory. This passage is the one I love most of all:
- It certainly serves to communicate certainty, experience, a … fact, no one can question the words that will follow.
- it’s not a small attachment, heck, although it’s a vacuum cleaner with a small size and weight, in the commercial we see that it handles easily with one hand, but it vacuums fantastically, just like the “big vacuums” so all doubts are removed.
It’s small, but powerful and handy.
This is now your big vacuum cleaner to thoroughly clean the whole house. What to say….
- is now your big vacuum cleaner, it assumes that you, who watch the commercial, will immediately buy one. Of course, how can you do without it? I just proved to you that it is inimitable!!!
- At the same time with your big emphasizes that despite its size, it has the same features as one of the big ones, but they are bulky, unwieldy (they have a wire) and thick times in the house–you don’t know where to put them.
- per pulire a fondo tutta la casa. Sbaglio, oppure è quello che ognuno di noi desidera quando vuol fare le pulizie di casa?… ma non solo!
Perché le immagini dello spot mostrano anche un uomo che sta pulendo l’interno della sua macchina, guarda caso il seggiolino del bambino pieno di briciole. In questo caso io trovo due messaggi:- 1) children make lots of crumbs….. and what parent doesn’t notice?
- 2) Thanks to Dyson you guarantee cleanliness and hygiene in the spaces where your children will be (this concept is also brought up a couple of shots earlier when the man is cleaning a desk where you can sense that a child has just finished playing. Who doesn’t want to ensure maximum hygiene for their children? This is a great goal!
So powerful that we stopped developing corded vacuum cleaners.”
The video shows several corded vacuum cleaners stacked up.
So they seem even more cumbersome and obsolete. The copy here was genius.
With this shutdown it totally demolished the competition… we stopped developing corded vacuum cleaners…if we did that, and I’m telling you I’m an engineer so I know about design and development…it means corded vacuum cleaners don’t make sense anymore.
Do you want to win over your competition? Stand out
As always, this article is a personal view and interpretation of the commercial. But in the last 10 years I have seen very few that are so well designed and structured.
It speaks to the Customer clearly and directly. It shows you how easy it is to handle and why, thanks to its digital engine, it is also super powerful. What more do you want?
One extremely important aspect that I want to emphasize and that I often reiterate in my articles is: DISTINGUISH.
IT DISTANCES YOUR COMPETITION.
Today’s market is overcrowded with Products and Services. People (remember that a Customer of ours is first and foremost a person) no longer know what to buy.
Just walk into a supermarket and go, for example, to the toothpaste department to see how many brands and types of toothpaste there are.
So, you have to distance yourself from your competition. You must not be one of 100 alternatives, but the only one. Only then will you get into the consumer’s head.
I’m going out now, I have to go buy my first Dyson Cyclone V10.
If you found this article interesting, I encourage you to read these as well:
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- A personal reflection on what the Brio Blue Rocchetta Spot communicates.
- Reach New or Existing Customers on Facebook. Use users’ information
- Analysis of the Banca Mediolanum commercial aired in May
- Visual merchandising strategies: how to value the customer experience