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Fallon to Bow Dyson

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Fallon executives think the Dyson vacuum cleaner could be the Macintosh of home appliances.

"They have a radically different thing going," said David Lubars, president and executive creative director of the Minneapolis agency. "It's a great new brand."

Fallon won creative duties last week on the estimated $30-40 million account after a review of four undisclosed agencies. Mediacom in New York was awarded media planning and buying af ter a similar review.

Fallon is set to launch the brand, already a well-known name in Europe, in the U.S. later this year. Though challenging familiar brands such as Hoover and Eureka, Dyson has a "compelling product story" to tell, according to Fallon chief marketing officer Mark Goldstein.

"They have built a better mousetrap, and it's visible," he said, referring to the vacuum's clear design.

Founded by James Dyson in 1983, the U.K. company touts its products as the first vacuums that don't "lose suck," thanks to patented Root Cyclone technology. The inventor—whom Lubars compares to Apple CEO Steve Jobs—and his story could be a key part of the launch campaign.

"We haven't created any work, but the story of James Dyson helps you appreciate the value of the products," Goldstein said. "We will have it clear in our minds."

Timing for the launch has not been set. The com pany also makes washing machines, and it is not known when those might launch in the U.S.

Dyson's U.S. operations will be located in Chicago. The U.S. assignments are not expected to affect European incumbents Miles Calcraft Briginshaw Duffy (creative) and Walker Media, both in London.