Vax has today unveiled its new £1million+ “Performance is everything” through-the-line marketing campaign starring prima ballerina Claire Galtier.
Running across TV, press and online advertising, in-store promotions and launch events, the campaign promotes the Vax Air – the lightest full size multi cyclonic upright in the world.
The TV ad, produced by The Black Arts Company in Leamington Spa, was shot on a Phantom HD at 500 frames a second revealing “the strength and precision of Galtier’s airborne moves, which look effortless in real time”.
The multi-channel national TV campaign also gives viewers a first glimpse of Vax’s new visual identity, with the logo redesigned with 3D gel styling and new custom font ‘Vax Aaux Next’.
Vax marketing director Liz Cope said of the campaign: “Vax is one of the UK’s most iconic and innovative brands. Our ground-breaking new TV ad for the Air range marks a new visual direction for Vax that reflects our commitment to innovation and design excellence. This campaign underlines that performance is at the heart of everything we do at Vax. From the design of our vacuum cleaners right through to the after sales service we provide for our customers - performance is everything!”