Hoover is taking clean to the extreme with a new campaign for its Platinum Collection line of vacuums breaking during the Oscars this weekend.
The effort includes both pre- and postshow TV ads, along with digital and print executions. The campaign, called “Clean freaks rejoice!” adopts a humorous theme and aims to connect with consumers who want that ultimate sense of clean.
“We chose humor to illustrate how far a true clean freak will go in the pursuit of order so that we could create an emotional connection to Hoover’s functional benefits,” said Danny Robinson, creative director at The Martin Agency, which developed the campaign. “Each vacuum is the best in its class, which makes the Platinum Collection clean and freak-worthy. And if they’re good enough for a clean freak, they’re good enough for anyone.”
The campaign, which opens with a 30-second spot called “Soul Mate,” marks the first major advertising effort for Hoover in recent years. The brand celebrated its 100th anniversary in 2008.
Nielsen Monitor-Plus data shows Hoover spent $1 million on media, excluding online spend, last year. In 2007, it spent $23 million.