The ad that makes vacuums seem cool.
I'm gonna buy you, sucka! Spot: "Doesn't Fade"
Product: Dyson DC07 upright vacuum
Synopsis: This 30-second ad consists of just five shots (I count about 12-15 in the average ad).
Shot 1: Shuffling feet. A man vacuums a carpeted floor.
Shot 2: A dust-clogged filter is pulled from the vacuum.
Shot 3: Close-up on the filter, coated with dirt and hair. Thin dust clouds emanate.
(Over these shots, in voiceover, a man with a British accent complains that his vacuum quickly clogs with dust.)
Shot 4: The man in a factory, speaking to the camera. "So I thought I'd try and design something better. And a few thousand prototypes later, I had it."
Shot 5: Dramatic, profile view of a gorgeous vacuum, isolated and floating on a black background. Voiceover: "No bags, no clogged-up filters, and the first vacuum that doesn't lose suction." The signature "James Dyson" appears near the vacuum, then morphs into a lower-case, sans-serif logo: "dyson."
Analysis: This is the toniest vacuum ad I've ever seen. I think it may redefine the category.
Seth Stevenson is a frequent contributor to Slate. He is the author of Grounded: A Down to Earth Journey Around the World.