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"I just think things should work properly"

dyson_ball.jpg

Such a simple phrase, uttered by James Dyson at the end of the TV spots for his vacuum cleaner. Yet so, so profound. "I just think things should work properly". Isn't that just the honest-to-god fucking truth? When the world around you goes a little bit crazier every day, think of Dyson and his mantra. Believe me, it will help.

And so, as has been reported on several blogs over the last few days, Dyson has once again reinvented the vacuum. Not content with a cyclone that centrifugally spins dirt to a seperate chamber, now we have The Ball, a cleaner redesigned to make cornering easier. If you have not done so already, make sure you visit The Ball web site. Aside from exploded diagrams that show exactly how the thing works, there's a beautiful "motion" flash piece that's esoteric and sublime.

And I'm hooked. I have to buy this thing. I just want something in my house designed by the Steve Jobs of vacuums. And, I gotta admit, I rarely vacuum. In a world of gender equality, that particular household chore still falls primarily to my wife, who in our relationship, takes on the role of household CEO. So usually, I would defer to her on matters of which kind of household cleaning device we need. But I feel myself with an uncontrollable urge to persuade her into this, or to just go out and get one of these babies myself.

Which makes me wonder - are these ads, this site, this whole concept of the Ultimate Vacuuming Machine - are they selling vacuum cleaners to men rather than women? And is that genius or complete mistargetting?

Comments and opinions welcome.

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1 Comment

I'm the proud owner of a Dyson. Vacuuming is a pretty thankless chore -- just being able to see what you've picked up makes it a little more worthwhile.

But those ads really resonate. I can't tell you how many people see our Dyson and launch into ad-inspired praise. "Do you know he had thousands of prototypes?" "You know this is the only vacuum cleaner that doesn't lose suction." "He really just wanted a vacuum that worked -- so he built it!"

Really, these people don't have any info except what Dyson told us in his ads. I can't think of another commercial where the CEO/Prez is taken so seriously, at his word.

Floors in the English household have never been cleaner. And I saw the Dyson on display at the MoMA a couple weeks back, making us all the more proud by our purchase. And I just wrote three paragraphs on a vacuum, admitting I vacuum in the first one. Guess Dyson made it OK.

said aquaman on March 16, 2005 8:30 AM.
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