The objective was to communicate that compared to the vacuum cleaner of five years ago, the newest one is now 10 decibels lower in sound and is the lowest ever in the industry. However, this unit of measurement, “decibel” is not commonly known and hardly anyone has had the chance to see what a difference 10 decibels really makes.

Coinciding with the cinema ad, a person walks across the screen using a five- year-old vacuum cleaner. The same person will repeat the action using the newest cleaner to show the difference in sound.

During the showing of this Cinema Ad, the electric appliance stores located close to the cinema theater had an increased number of people asking for this particular product. The sales itself grew by 20% above average.

We realized that there is no better way to show the difference of 10 decibels in sound than to actually have the audience hear and compare themselves. The best location to do this will be some place where many people gather together and sit quietly. So along with the Cinema Advertisement created separately, we had real people actually demonstrate the difference and communicate the product characteristics that this is a vacuum cleaner that can be used even in the middle of the night.