Pictured above: The new Vax Air - "Performance is Everything" campaign, produced by The Black Arts Company based in Leamington Spa

Local advertising agency, The Black Arts Company, is celebrating the on-air success of its first TV commercial production for Vax. 

The Vax Air "Performance is Everything." multi-channel national TV campaign for the Vax Air went live on 13th June and features ballerina Claire Galtier, who trained at the Conservatoire National de Paris.  

Shot on a Phantom HD camera, and filmed at 500 frames a second, the slow motion footage highlights the precise movements of the ballerina while reflecting both the aesthetic and mechanical qualities of the Vax Air vacuum, the lightest full size multi-cyclonic vacuum cleaner in the world.

"Having only set up The Black Arts Company in February this year, we had a very limited timeframe to produce this advert, but think the results speak for themselves." commented Ian Cassie, Director of The Black Arts Company." Vax is one of the UKs most iconic brands, with many of us still having one of the original orange tubs in our homes today.  We are very proud to have produced such a visually engaging advert and indeed to have been part of the branding process which marks a new direction for Vax."

The £1million+ advertising campaign will run for six weeks and is supported by press and online advertising, along with in-store promotions and launch events.