Kärcher - Matter of fact Vacuum Cleaner - case study (2022)

Vacuum cleaners have been sold in pretty much the same way since forever. It began with door-to-door salesmen demonstating the vacuum cleaner, it evolved into commercials demonstrating the vacuum cleaner. So to sell this Kärcher vacuum cleaner creative agency antoni boost decided to be as "matter of fact" as possible. It's a vacuum cleaner. It vacuums. 

Kärcher's vacuum cleaner was then shown doing vacuum cleaner things in fresh retro-colorful and slightly weird situations. A man in an oversized eighties suit with a colorful seventies lamp behind helps the lady who may have raided the character closet of Dynasty or Falcon Crest push an extra button on the vacuum cleaner. Look at that. Two speeds. Wow.

Another man pops out of the seventies apartment-block closet where he has vacuumed, in the dark. Because wow, the vacuum cleaner can vacuum, in the dark.

I don't actually know if it's a Der Plattenbau apartment but it sure looks like one. 

All of this, and the super understated copy is shown in the case study. Wow. Another case study.

The equally matter-of-fact short clips were placed on Instagram and other social media. I appreciate the distinct look of this, quite fun.

Title:   VC Campaign

Brand:   Kärcher

Product/Service:   Vacuum Cleaner – VC 4, VC 6, V 7

Client:   Alfred Kärcher SE & Co. KG

Ad Agency:   antoni boost

Production Company:   Julia Waldmann, Hamburg

Editing Company:   Difference, Berlin

Sound Company:   Krane & Rabe, Berlin

Creative Director:   Kirsten Frenz

Managing Director: Matthias Schmidt 

Managing Director: Jörg Schutlheis 

Creative Director Copy: Alex Petrache 

Producer: Tobias Ebling 

Client Service Director: Wiebke Hellerung

Account Manager: Julian Rose 

Producer: Friederike Seifert 

Director: Ruben Riermeier 

DOP: Patrick Jaworek