Roborock, the design manufacturer behind its highly-rated robot vacuum cleaner S6 MaxV, has partnered with Vantage Pictures on a series of short videos showcasing its latest cordless vacuum product.
Produced to exhibit the new Roborock H7 cordless vacuum, the collection of six 15 second clips make vacuuming fun and amusing, emphasising the common cleaning issues we all face while explaining complex technological features with comedy.
“From the start we knew that creating an ad for this product would be a challenge because vacuum cleaner is a well-known category with little new to say,” said Andy Knight, global head of brand at Roborock. “To get around this we knew we had to take a different tact and create something that would entertain people rather than force specs on them as is the norm.”
A Fresh Twist on a Household Staple
The Roborock H7 cordless vacuum is a one-of-a-kind product leveraging advanced technology — and it features in a series of short videos made by Vantage Pictures that are just as unique.
“Our social media channels heavily emphasise humour and human connection, and we consistently receive stronger engagement on posts that aim more to entertain than to sell,” said Noad Auckburally, social media manager at Roborock. “With that in mind, we decided to go in the same direction for our commercials with the help of Vantage Pictures. Entertain first, educate second.”
The production company has enabled Roborock’s H7 vacuum to stand out in an intensely competitive market by highlighting key features in a direct and easily digestible way across six short videos, which were shot remotely over two days in Cape Town, South Africa
To convey the product’s lightweight yet powerful nature, Vantage Pictures filmed a short martial arts duel between masked assailants and a vacuum user, while use cases like cleaning animal fur are made equally compelling with chase scenes between a man masquerading as a dog and a vacuum-wielding homeowner.
Complex Technology, Simple Messaging
To highlight the powerful tech behind Roborock H7 vacuum, the production company relied on humour and exaggeration.
“The challenge was to take everyday chores, like cleaning your house, and give it a surreal twist. Projects that like this are always fun as they challenge us creatively and allow us to play around with the possibilities of commercial filmmaking,” director Alexis Odiowei noted.
For instance, the vacuum’s 90-minute battery life is explained with a car race-themed competition between a couple, complete with graphics for every “round” and a timer counting down the seconds.
By the same token, magnetism can be a dry subject but Vantage Pictures makes the product’s magnetic storage capabilities exciting in a quirky scene featuring a man covered in metallic objects.
