Our goal was to arouse the interest of the internet-community, of people who are open to innovation and looking for convenience products as they lead an active life. Word of mouth and awareness for Swiffer as modern and ingenious brand are to be generated. To communicate the product benefits of trapping and locking dust, an attention-grabbing story has been developed. It differs from common commercial spots as it (almost) completely renounces product presentations and commercial slogans. The basic fact that Swiffer keeps dust like a magnet is charmingly embedded in a narrative which also includes a whiff of black humour.