[London] After creating a market in the U.S. and elsewhere for the $400 vacuum cleaner, Dyson is launching its latest innovation in vacuuming-the Ball-with a $6 million U.K. campaign ahead of a global rollout. The upright vacuum sits on a ball rather than the traditional wheels, allowing greater maneuverability. Independent agency Vallance Carruthers Coleman Priest, London, has created a positioning for the Ball based around the strategy "Designed to move." "This is our most innovative product since the original launch in 1993," said Hugo Adams, Dyson's head of global marketing. "There's no marketing B.S. dressed up in fancy straplines." In teaser spots, a yellow ball whizzes around a dark screen, leaving a glowing yellow trail. In later ads, the vacuum is gradually constructed around the ball to show the finished product. A viral campaign and an online game featuring the ball will back up the TV and print work.
Mr. Adams said, "The adverts will generate curiosity, getting people to remember the ball and then visit a store to find out more."