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Hoover has a long-standing reputation as one of the oldest, most trusted names in vacuum cleaners, with a track record of high quality and solid engineering. The competition was making a lot of claims about “suction”, and about their superior product testing and development. Hoover needed to re-establish their position of being a leader in quality and product engineering; not only for the past decades, but even still today. With this print campaign, Hoover issued a gentle reminder that while they may not have a British accent, they are still the boss of vacuums.