Dyson tapped iconic British grime rapper Stormzy to be the brand's newest global ambassador, launching "55 hours inside the mind of a rockstar" to mark the occasion.
Crafted by creative production studio Park Village and directed by Tom Gorst, the new spot paints a picture of Stormzy's life through flights, late nights, and private moments leading up to the next big track.
The campaign also highlights the brand's new headphones, the Dyson Ontrac, with features that include:
- 55 hours of noise cancellation on one charge
- Quick charging
- Enhanced sound range
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In a press release, the Brit Award winner shared a few words about the new model:
"Whether I'm catching a flight, getting ready for a show, or working on new music, I need to tune everything out and stay focused. The Dyson OnTrac headphones make it easy — they’re with me through every trip, no matter how long or hectic the day gets."
Dyson initially launched its headphones back in August to generally positive reviews, marking the brand's first foray into the audio space, a significant shift from its usual product offerings which range from vacuums to air purifiers.
Launching a new product entails a different approach to a company's brand marketing strategy.
With Stormzy having over 9 million followers on his social media accounts, Dyson decided to bet on celebrity and influencer marketing by making the rapper the face of its newest audio product.
Stormzy's World
The 90-second film follows Stormzy's daily life, opening with the rapper finding his focus in an airport with his trusty headphones on.
A montage of clips finds him inside his mind, where he picks a Dyson OnTrac colorway that he likes the most.
He settles on the CNC Black Nickel colorway and Khaki ear cushions as his go-to.
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Getting on a first-class flight, he passes the time by watching a movie, catching up on his sleep, and playing a game of Ludo. Later on, the perfect storm of ideas comes together and he begins to write.
Highlighting how Dyson helps him throughout his day, the spot ends with an explosive montage of color and sound, with him at the recording studio ready to make new music.
Dyson is penetrating the audio market, which is stiff with competition.
Beats by Dre recently released a star-studded campaign featuring famous athletes LeBron James, Lionel Messi, and Erling Haaland, among others.
