Despite being regarded as one of the world's most innovative companies as the "Apple of England", Dyson's advertising by comparison over the decades has been unmemorable. The objective was to help change consumers' disparate perceptions between Dyson's aesthetically exciting portfolio of vacuum product lines but ultimately boring brand image.

The creative approach was to leverage Dyson's patented technology brand promise of "No Loss Of Suction" by showing it in dramatic fashion, rather than just saying it in a straightforward way. To further reinforce the theme/tag line, custom typeface designs were created using dirt, dust, coffee beans and spilled cereal to form different alphabets of debris.

Because Dyson remains a privately held company, campaign results were requested to be kept confidential.