LG - Zero Dust, Zero Worries
Brand
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Client
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LG - Zero Dust, Zero Worries
Brand
![]()
Client
![]()
Inspiring people to maximize their cleaning routine with a dust-free experience, LG launched the Leave Dust in the Dust campaign featuring Phil Collins’ iconic track “In the Air Tonight.” At the center of the campaign is the LG CordZero™ All-in-One Auto Empty Cordless Stick Vacuum—the first stick vacuum that charges, stores tools, and automatically empties the dust bin in a sleek docking station. The commercial highlights the vacuum’s tech-forward innovation, including its hands-free, fully automated dust bin emptying system that deposits debris into a disposable collection bag, keeping users’ hands clean and eliminating the mess of manual emptying. With an always-empty bin, the vacuum maintains strong suction for a more effective clean, delivering a truly zero dust, zero worry experience. The campaign launched with a national TV spot, followed by digital, social, and out-of-home activations including a Times Square takeover.
This was a unique project from the start — the entire spot was built around the iconic Phil Collins track, "In the Air Tonight." With that legendary drum fill as our anchor point, we knew the transition from the dusty world to the clean world had to hit with precision. That meant establishing the tone, texture, and stakes of the "dust" world in under 15 seconds, and delivering the payoff — the pristine, clean world and the endcard — in even less time.
With such an ethereal, atmospheric track driving the pace, the challenge became clear: less is more. Every shot had to count. Every moment had to earn its place. We only got one beat with each character — and it had to land.
In the end, the spot struck just the right balance between story and product. And let’s be honest — getting to cut to that drum break? Doesn’t get much better.
Post Producer
Kevin Puotinen
Creative Director
Ben Nott
Creative Director
Jason Yun
Post Production Co
Glass Half Bourbon
Editor
Chris James Champeau
