TBWA\HAKUHODO's Musical Vacuum Cleaners

TBWA\HAKUHODO (Minato-ku, Tokyo; Ichiro Zama President and CEO) has launched the new “ergothree music project – Play! The quietest suction power” advertising campaign for cleaners designed especially for Japan by Electrolux Japan K.K.

Having been selected by Electrolux Japan as its designated agency this spring, TBWA\HAKUHODO has been in charge of all Electrolux TV commercial messages airing since May 11, branding and creative strategies, as well as media planning and buying

The agency is supplementing the pre-existing TV campaign with extra content in order to  generate even more interest in the run-up to the peak summer retail sales season.

This summer content, “ergothree music project – Play! The quietest suction power” represents a creative approach to demonstrating just how supremely quiet the ergothree cleaners are. A bit of clever engineering turned the “ergothree play!” from a vacuum cleaner into a musical intstrument. Four performers have been hired for the musical performances. 

In addition, a special website has been set up for a simultaneous publicity campaign in which the first 5,000 users to share the video on Facebook or Twitter can receive limited-edition downloads of the ergothree TV commercial song.

Credits
CD: Satoshi Chikayama
Interactive Planner: Masashi Matsukura
AD: Katsuhiro Shimizu
CW: Takeshi Ogasahara
Strategic planners: Yuichiro Horie, Shohei Hashimoto
AE: Kei Kaneko, Kei Takahashi, Ayako Kano
Technical Direction, Program, Web Production: IMG SRS Inc.
Producer, Production Managers: AOI Pro.Inc