To launch the Bespoke AI Jet Ultra across Southeast Asia, Samsung didn’t just lead with specs — it told a story about something invisible: air. The centrepiece of the campaign is a striking video demonstration that visualises suction power like never before, turning airflow into a protagonist and physics into proof.
Framed around a series of simple yet captivating experiments, the video sets out to answer a single question: How strong is 400W of suction power in real life? The answer comes to life through scenes of water tanks overflowing in seconds and objects being pulled with uncanny force — visual metaphors for a machine built on relentless air optimization.
This campaign underscores Samsung’s claim that the Bespoke AI Jet Ultra is its most powerful cordless stick vacuum yet. But it’s not just the 400W suction that steals the spotlight — it’s how Samsung illustrates the engineering behind it. A reengineered multi-cyclone system with 12 cyclones and 33 air inlets, a dual-row diffuser, and an impeller inspired by jet engines — all meticulously refined over six years.
By highlighting the invisible engineering of airflow and translating it into tangible performance, the campaign doesn’t just sell a product. It sells a feeling: confidence in the unseen. It’s a masterclass in how storytelling and science can align to redefine a category.
Watch the full campaign film here:
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