South Korean technology company Samsung marked Sir James Dyson’s 78 birthday – by giving him a vacuum cleaner.

Dyson, who created the bagless vacuum, was gifted a Samsung’s AI Jet Ultra.

For the stunt, Samsung enlisted creative agency Mischief and YouTuber Zac Alsop who attempted to deliver the gift to Dyson’s headquarters.

“With this campaign, we set out to create a disruptive moment that would spark conversation, entertain, and spotlight the superiority of the Samsung Bespoke AI Jet Ultra,” said Tanya Weller, marketing director for digital appliances at Samsung Electronics UK&I.

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“The idea was simple and effective, by playfully targeting a big name in vacuuming on his birthday, we found a bold, culturally relevant way to cut through, turning product innovation into a powerful, headline-grabbing stunt that’s got the whole category talking.”

The brand also offered 78 free vacuum cleaners to customers at its flagship store in Coal Drops Yard, London, which was decorated for Dyson’s birthday, including cards that were addressed to him.

Charlotte Brooks, managing director at Mischief, said: “We’re thrilled to be working with such an iconic brand, and it is fantastic to have been given license to push the boundaries creatively with this campaign. The results speak for themselves, and it’s been a joy to work with the Samsung team on this project.”