To dramatize the impressive suction power generated by the Electrolux Vacuum Cleaner.

The first side of the poster seems to be using a familiar device to promote the road-holding of an SUV, but the arresting and unexpected headline "It Really Sucks" seems to denigrate the car. On reaching the back of the poster, the audience discovers an Electrolux cleaner with its nozzle placed opposite the car, and the true purpose of the ad is revealed.

Electrolux were especially pleased with the enormous amount of word-of-mouth publicity generated among an amused public.