Dyson print ad. "After a phenomenally successful launch in the U.S., Dyson's market leadership was under attack. Competitive brands had woken up, introducing vastly improved product (and communication) that was eroding the perception of Dyson's superior functionality," said creative director Thomas Hayo. "Dyson costs a lot more—people need to believe it's worth it. We needed to communicate that Dyson vacuum cleaners work in a fundamentally different way from all other vacuum cleaners. The Dyson brand makes the only vacuums that never lose suction. The strategy was to present Dyson as a radically different species of vacuum cleaner and viscerally instill paranoia about not owning a Dyson. We demonstrated that vacuums cleaners are flawed species (all but a Dyson)."