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BBH Digs Deep for Dyson

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NEW YORK Bartle Bogle Hegarty's first TV work for Dyson features a glimpse into the consequences of vacuum cleaners that fail to pick up dust.

Mites, mold spores, bacteria—it's not a pretty picture. But visual effects company The Mill brings it to life in the opening of a 30-second spot that broke last week. The camera appears to dive into what appears to be a clean living room carpet, only to reveal in microscopic detail a jungle-like filthiness that the naked eye can't see.

"Vacuum manufacturers want you to believe that dust stops here—at the filter—and it does, until the filter gets clogged," explains a female narrator with a British accent. "Then, there's less suction to pick up dust. So it stays where you don't want it—in your house."

The spot, the first of two from the New York shop, ends with screen copy that declares, "Fact: Vacuums don't always work effectively. Dyson does. Get the facts at Dyson.com."

Previous spots from Publicis Groupe's Fallon in Minneapolis featured company founder James Dyson touting the effectiveness of a vacuum that "doesn't lose suction."

BBH won the estimated $50 million account in September, after a review in which Omnicom Group's Goodby, Silverstein & Partners in San Francisco was the other finalist [Adweek Online, Sept. 13].

Partizan's Alex & Martin directed the first spot, "Reversal of Fortune," which was edited by Olivier Gajan of Spotwelders. Bill Moulton and Adam Reeves were the art director and copywriter, respectively. Group creative director Thomas Hayo and executive creative director Kevin Roddy oversaw the work.