The campaign, created by Vallance Carruthers Coleman Priest, breaks in two phases with a teaser campaign followed by a full, 30-second spot revealing the whole cleaner, which starts airing this weekend.
The television campaign is being backed by an outdoor push, using giant billboards in London, Birmingham, Glasgow and Manchester. There is also online and print advertising to back the campaign. Media is by Walker Media.
The television ads will run on ITV, Channel 4 and Five, as well as satellite channels. It was written by Nikki Maltby and art directed by Simon Sworn, under VCCP creative director Rooney Carruthers. The director of the ad was Matthias Hoene, through Partizan.
Hugo Adams, head of global marketing at Dyson, said: "This is Dyson's most comprehensive, integrated campaign -- it will be unmissable. The ads will generate curiosity, getting people to remember The Ball and then visit a store to find out more."
Dyson unveiled The Ball on Monday. It abandons four wheels for a ball structure, which the company says will appeal more to men, because the design makes it easier to avoid running into furniture.
However, it does not come cheap, costing between 拢320 and 拢350. Dyson is banking on research saying that it will make men 45% more likely to do the housework, a fact that, in turn, will make more women want to buy the cleaner.
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