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BooneOakley Lights the Way for Halo

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BOSTON BooneOakley has launched ads introducing Halo Technologies' germicidal vacuum.

The campaign targets women with kids under 10 and includes full-page print ads appearing in magazines such as People and Oprah; two 30-second TV spots running in New York, Dallas and Minneapolis; and a 44 foot by 34 foot 3-D installation in New York's Times Square. Direct-response materials are also in the mix.

One commercial features swirling light patterns and the words "Just before dying dust mites report seeing a brilliant flash of light," a reference to the Halo's ultraviolet germ-killing system. The only other visual is the actual Halo vacuum.

The independent agency in Charlotte, N.C., added the estimated $20 million assignment in August following a review. BooneOakley president Phil Smith said at the time, "This is the watershed moment—coming in on the launch of a national consumer brand that is likely to own its category within a year—that this agency has waited all its life for."

Creative directors John Boone (art) and David Oakley (copy) oversaw the creative team which also included art directors Brian Fink and Eric Roch von Rochsburg and copywriter Don Marshall Wilhelmi.

The Halo vacuum retails for $499 at Bed Bath & Beyond and Best Buy stores starting in October and at Sears starting in November.

BooneOakley also works for Bloom supermarkets, Nascar, CarMax, HDNet, First Charter Bank and Visit Charlotte, among others.