Much like a turntable reads discs, the new Siemens Q 8.0 autoControl vacuum cleaner extracts information from surfaces, automatically identifies different types and then adjusts its performance accordingly.

Using the visual metaphor of a vinyl player and portraying different circular floor surfaces as discs, the result is a product demo that reflects the aesthetic values of the brand’s audience.

To help the general impression of the ad, a tailored sound design came to couple each surface with a rhythm, inspired by its place of origin or character.