Dyson recently moved into the personal care sector with a $400 hairdryer, the Supersonic, launching it with an ad that fuses technological engineering speak with black-and-white glamour.
The Dyson Supersonic, which follows the brand's innovation in the hand dryer and fan space, is expected to be "significantly quieter" than its competitors, while trying to protect hair from extreme heat damage. It borrows some of its technology from Dyson's hand dryers and cord-free vacuums.
Dyson is promoting the tool in a new spot, directed by RSA's Nick Livesey for agency The Gallery Network. It uses orbital camera moves, with stylishly shot close-ups of the product's inner workings as well as film of a model using the dryer. Elements of CGI, 3-D printing and CAD were also used to include a tangible replica of the product that could later be manipulated in post production, done by The Mill.
"To help bring Dyson -- a brand loaded with tech-respect -- into a world of beauty was a super great brief, and one I enjoyed enormously," said Livesey in a statement. "We know that the Dyson Hairdryer is revolutionary in terms of size and airflow, but crucially we needed to show how user-friendly this product was rather than just being technically superior."