Let me count the ways in which this stunt by KBS+ Toronto’s for Bissell Symphony All-in-one hard floor cleaner is also a perfect classic ad.

But first, the set-up:

The proposition: The Bissell vacuums and steams at the same time, killing 99.9 per cent of germs and bacteria.

The scene: An underground station platform. A man in a suit plugs in the Bissell, cleans one tile, then uses it as a plate for his takeaway dinner.

The idea: …nope, that will spoil it. Watch the video first.

The idea: …is not that the Bissell gets your floor so clean you can eat off it. It’s that Bissell stands behind its product 100%.

Ok, so it turns out the video was filmed at Bay Lower Station, which was closed off to the public a long time ago and is used now for training and filming movies, TV episodes and commercials. So, the stunt is staged, however dirty the platform is.

But here’s what matters:

1. The idea is up front and centre

2. The brand is up front and centre

3. The product is up front and centre

4. These three things are tightly knitted together

5. The stunt is simple and single-minded

6. The video is short (60 seconds)

7. It is striking

8. These three things make it memorable

9. It elicits strong emotional responses

10. It controls its audiences emotions

11. No one could see the punch line coming

12. The punch (or tag-) line is unexpected and a compelling reason to buy

Creative credits:

Star of stunt and senior brand manager: Ravi Delchand

Agency: KBS+ Toronto
Chief creative officers: Matt Hassell & Gary Watson
Creative director: Raul Garcia
Art directors: Jessica Toye & Raul Garcia
Copywriter: Alex Bird

Production Company: Circle
Executive producer: Karen Tameanko
Director: Jeffrey Zablotny

Post production Company: Married to Giants
Executive producer: Denise Shearer