Dyson
Congratulation, it’s a Dyson.
Directors Treatment / :60 Spec Spot
THE INSIGHT
Dyson owners don’t hide their vacuums. They leave them out, purposefully. They bring it up in conversations. They tell you which model they have the way someone tells you what car they drive. It’s a status purchase. Dyson owners don’t just use their products. They treat them like family heirlooms.
THE IDEA
I didn’t invent the obsession. A :60 shot follows a couple through every parenting milestone with a Dyson. The concept works because it’s barely an exaggeration. The audience laughs because they might recognize themselves too.
Storyboard
Shot 1 - Gender Revel
Drone shot from above a suburban backyard. We see people gathering. The camera descends smoothly into a party. We arrive just as the moment happens
Shot 2 - Hospital Entry
A nurse wheels the mother down a hospital hallway. Dad runs alongside. Urgency on every face.
Shot 3 - Pre-Birth Chaos
Mom grips the bed rail, Dad holds her hand. Every emotion is real.
Shot 4 - Congratulations
Dad loses it. Overwhelmed joy. Doctor looks up from delivery with a calm smile.
Shot 5 - Pre-Reveal
Dad cradles the swaddle “child” against his chest. Completely overcome. Mom reaches out asking her husband to turn around. Nobody questions anything.
Shot 6 - Dyson Baby Reveal
Tears, smiles. They hold the swaddled Dyson like the most precious thing in the world. Dyson is poking through the hospital blanket. This is the frame where we connect with the audience.
Shot 7 - Dyson First Walk Fail
Dad on his knees. Wanting his “child” to walk. Mom on the couch nervous. Dyson stands but then obviously falls, It’s a vacuum after all.
Shot 8 - Dyson First Catch Fail
Dad tosses a football to the Dyson in the backyard. The moment every father imagines. Dyson doesn’t catch and starts falling.
Shot 9 - Dyson Fall
Dyson on the ground. Dyson did not catch the football.
Shot 10 - Dyson, are you ok?
Dad looks down. Are you okay? I’m so sorry.
Shot 11 - It’s ok bud. I didn’t catch my first either
Dad kneels, hand gently on the fallen Dyson. The tenderness of a father checking on his “child” after a fall
Shot 12 - School Drop Off
Mom watches from the car, proud. In the review mirror: the Dyson with a backpack, heading off to their first day of school. Growing up so fast.
Shot 13 - Dyson First Day At School Fail
Angle from under thee car. The Dyson fall out when the car door opens by the teacher.
Shot 14 - Dyson Family Reveal
Portrait studio. Mom and Dad in their nice clothes, looking at something around them with genuine pride. The Dyson’s are just out of frame.
Shot 15 - Dyson Family
Full family. Mom and Dad and a ton of Dyson products as their own “children.” Similar to a Macy’s portrait with five kids.
Spec campaign, not produced by or affiliated with Dyson.
All done by me.