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Showcase the power of Hoover Vacuums without showing the vacuum itself.
I wanted to be able to demonstrate the power of Hoover vacuums without showing the vacuum. I looked back to when I was a child and my fear of the vacuum, not from the vacuum itself, but being scared that the vacuum would suck up the toys i played with. This lead to the tagline 'Sucks for kids... sucks for parents'
The result was a campaign that focused on the consequences of a powerful vacuum in the perspective of the toys themselves.