This commercial is inspired by William Friedkin’s “The Exorcist”, making use of the horror genre to convey the message of the vacuum cleaner brand Dirt Devil in a humorous way. In a dark and cold night, a pastor stands in front of an old house in a cone of light which comes from a room on the second floor. An old woman opens the creaking door and leads him upstairs to a room from where loud screams of a young woman can be heard. Accompanied by music that develops into a dramatic crescendo, he enters the room and looks at the bed which is neatly made – and empty. Suddenly he discovers the desperately screaming woman “sticking” to the ceiling, where she is helplessly rocked back and forth. Then the camera moves one floor up, where a merry old woman with her hair in curlers vacuum-cleans the carpet – “sucking” the young woman in the room downstairs up to the ceiling. The scene is followed by the claim “You know when it’s the devil”, which underlines this funny conclusion. The commercial ends with the power being unplugged and the woman downstairs is heard falling onto her bed.
Statement by the jury
»The commercial has been produced with excellent technical workmanship and has a highly professional appeal. The humorous idea is implemented through many sophisticated details in camera work, lighting and audio engineering into a dramaturgy full of suspense – a convincing work that catches the attention.«
Dirt Devil university Filmakademie Baden-Württemberg GmbH, Ludwigsburg supervising professor Michael Rösel