The pitch for Hoover's new $499 Z700 vacuum from Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., targets the male shopper by emphasizing the high-tech cleaner's ability to move from floor to carpet. The campaign, which positions the high-end Hoover with rival Dyson, includes TV spots and a Web site where consumers can "test-drive" the vacuum.

Related Summaries