Creativity

Electrolux Shows Off Quiet Vacuum with a Super-Quiet Concert

An Orchestra Plays 'Carmen' Without Going Over 43 Decibels

Published on Jul 29, 2013

Editor's Pick

Electrolux's new vacuum is so quiet, you can barely hear it. The brand's "ergothree" line doesn't rise above 43 decibels -- but what does that mean? To demonstrate, TBWA Hakuhodo set up a concert called "43dB Symphony," featuring an orchestra led by a sensitive conductor who had right in front of him a sound level meter. If the sound levels went up -- either because of an overzealous member of the orchestra or the audience -- they got rewarded with a stern look by the conductor.

The orchestra played "Carmen" without going over 43dB, a track that usually exceeds 90dB when performed.

We've seen a concert as the setting for brand creativity in the past -- notably by BNP Paribas, which introduced a mobile-only bank with a mobile orchestra, as well as Unilever's Cream Silk, which tested the strength of hair washed with the product by making violins out of it.

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Credits

Date
Jul 29, 2013
Client:
Electrolux

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