Product demonstrations fell out of advertising fashion decades ago when “brand” overtook product as marketers’ and agencies’ main preoccupation. But nothing sells a product quite as well as a compelling demonstration. In a world where Roombas and other fancy technologies dominate the vacuum cleaner market, suction still matters. LG’s newest and most powerful entry, the LG CordZero Cyking, needed a way to convey its superiority and landed on a dangerous gambit: strap two vacuums on the back of 2015 U.S. Extreme Rock Climbing medalist Sierra Blair-Coyle and ask her to scale a sheer glass wall relying entirely on the product’s suction.
Brilliant, if audacious, idea and this two-minute spot documents the terrifying and improbable ascent. Adweek reports that the building is about 460 feet high and situated in Songdo International Business District, a “smart city” about 40 miles southwest of Seoul, South Korea. It notes that it took Blair-Coyle about 30 minutes to get to the top, stopping just once to swap out her vacuums.
The spot is more heroic than suspenseful. Another director might have usefully generated more tension with closer observation and a tighter narrative. But as a sheer feat of amazing human endeavor – and brilliant demonstration of a vacuum cleaner’s essential purpose – this one can’t be beat.
Photo Credit: Image of vacuum cleaner courtesy of Pixabay.
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