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Given that this is such a dynamic invention and that Dyson thinks the UK doesn't encourage creativity, you would expect a super-creative ad.

Well it's OK, pleasing enough but not very inspired - more graphics than idea. It looks like it was shot for the website and adapted for television.

The product moves across a black screen, leaving an illuminated yellow trail and the customer cold. The commercial ends with the line 'Designed to move' - hardly inventive. And that's about it.

I can't help feeling that the ads are as functional as the product and come across as too clinical. I think it is important to move the customer, not just the cleaner. Like Dyson's products, it looks good, but where is the emotion proposition?

I am certainly not advocating a script with two suburban women singing the virtues of a cleaner home - that's money-wasting wallpaper. But I do feel that this commercial could be more exciting, entertaining and leave me feeling warm. Dyson could learn a lesson from watching the awesome new Spike Jonze Adidas commercial, which defies all logic and sells on an emotional proposition.

I believe, despite what Dyson thinks about advertising (and we've all probably heard it), that most people bought one of his cleaners because they looked good and became trendy in city and suburban homes, not just because they pick up more dirt. It was an emotional purchase that was post-rationalised - you have to at more than £200.

In almost any market, moving from a rational to an emotional proposition makes sales rocket. Most domestic appliances and accessories have gone design crazy - just compare today's Argos catalogue with one from five years ago. Manufacturers have found that by adding a bit of creativity, you can sell more. The same philosophy works well for ads too.