Vax launches new Air3 TV ad
Vax, the UK’s best-selling floorcare brand, is putting their Air3, their ultra-light, full-sized, multi-cyclonic upright vacuum out on TV with two creative treatments and an exciting musical discovery.
Building on the success of the Vax Air, the next generation Vax Air³ answers three main ‘wishes’ from customers. As well as being lightweight, it has powerful suction, plus it’s highly manoeuvrable, so users can vacuum effortlessly around their furniture with a slight turn of the wrist.
“Bringing these customer requirements to life in a TV commercial has been an interesting challenge”, says Nicola Hadcroft, Head of International Creative Services. “We wanted to bring out the key benefits of the vacuum cleaner, combined with a feeling in the creative that portrays how easy the product is to use.
We’ve used two creative treatments and a wonderful soundtrack to help really gain the attention of the public.
The first creative focusses on the beautiful performance of the machine itself and its key features. The second has taken a warmer brand route combined with imagery that really demonstrates the products functionality”.
Both of these routes have another thing in common, a wonderful soundtrack. The artist, Luke Higgins and the track are both things Vax are extremely excited about.
After serving a lengthy apprenticeship during which he toured with Adele, The Script, Hurts, Clare Maguire and Juan Zelada to name but a few; guitarist, songwriter and singer Luke Higgins is now stepping out of the shadows to provide music for both of the Vax commercials. His beautiful version of ‘I Wish You Love’ fits just perfectly, with the right tone and warmth.
Nikki says, “When Luke came to the attention of Vax we were drawn to him as an artist and, on hearing his recording of ‘I Wish You Love’, knew that we had found both the soundtrack to the new Vax advert (on air from April 1st 2013) and an artist we wanted to work with in the future. We’re supporting Luke, who has recorded the track and will release it on April 1st to coincide with the TV, as he works towards his debut album, scheduled for release later in 2013. After all, our brand moto is Performance is Everything”.
The Air³ is available from Vax.co.uk/air-3 for £139.99. Normally priced from £249.99 for the Air3 base model, including a six-year guarantee. Pet, Reach, Total Home, and Max variants are also available.