Nilfisk has unveiled its new Elite range of bagged cylinder vacuum cleaners. There are four models in this range, which will be supported with a TVC campaign that highlights the strength of these cleaners’ HEPA 14 filter. As both the ad and the supporting release demonstrate, Nilfisk wants to showcase how rival vacuums dispel allergens back into the air when cleaning, something the Elite overcomes with two increasingly unfashionable consumables: a filter and a dust bag.
“When it comes to cleaning, Nilfisk has always been focused on filtration,” said Nilfisk ANZ managing director Jim Athanas, before taking a subtle dig at bagless rivals. “Here in Australia, homeowners tend to focus on vacuums sucking up dirt and dust, and love to see it collected in the bagless clear cylinders of so many of today’s vacuum cleaners. But we are completely unaware that a substantial amount of the collected dirt is actually being exhausted back into the house environment.”
Nilfisk says its HEPA 14 filters are 10 times more efficient than HEPA 13 units. The Danish brand also claims that its dust bags are “equivalent to other machines’ complete filter system”. This emphasis on the power of the filter and on dust bags creates an interesting contrast with rival bagless brand Dyson.
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Forever a proponent of bagless technology, Dyson is also actively promoting how consumers need never replace the filter on its new Cinetic range of vacuum cleaners. This range now has no consumables, something Sir James Dyson is on record as saying was a career-long goal. Under normal usage conditions, consumers will have to change the filter on Nilfisk’s Elite range around every 12 months. The dust bags have a 3.1-litre capacity.
For some, replacing filters and dust bags is an inconvenience but Nilfisk claims it is the only way to achieve the best result possible when vacuuming. While not mentioning any rival brands specifically, Nilfisk’s efforts to highlight the advantages of its Elite range obliquely throws shade on other manufacturers:
“With other vacuums, a high percentage of the dust and dirt particles sucked in are blown directly out again through the air exhaust. Such particles will float around in the air and later settle back down on the very areas just vacuumed, as well as on window ledges, furniture and whiteware. It’s this endless dust cycle we all experience and create, requiring us to vacuum this dirt and dust out of our lives.
“Elite’s HEPA14 filter is designed to capture microscopic dirt such as smoke, bacteria and pollen — in addition to animal hair, dust particles and dust mites — ensuring that when dirt goes in only clean air comes out.
“Add to that the Elite’s high density dust bag and airtight construction and Nilfisk has created what it is calling Ultra Filtration.”
The four units in the Nilfisk Elite series range from $449 up to RRP $599. All models come with a 5-year warranty for piece of mind.