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10 December 2019

Judgement is coming.

by Andrew MacGregor


Ecovacs: “Standards” - 60s

It's tough being a Chinese technology firm at the moment. Just ask Huawei, TikTok, or any other company that's aroused government suspicion. Suzou-based Ecovacs insist they are clean, however… or can help punters keep their homes clean, at least.

This droll trio of ads introduces the brand's flagship robot vacuum cleaner - an efficient yet judgemental droid that can detect untidiness with unerring skill. It's secondary objective, however, is to make us messy humans feel bad about ourselves.

From the moment a low electronic rumble plays, the protagonists must watch as their three-inch-tall flatmate cleans up after them with a sizeable helping of implied disdain. The result is only mildly dystopian, and still tongue-in-cheek enough to bring technophobes onside.


Director: Barry Kimber Ⓦ (Fat Lemon Ⓟ Ⓦ)
1st AD: Stephen Fylan
Cinematographer: Michael George
Editor: Charlie Moreton Ⓦ @ Work Ⓟ Ⓦ
Colourist: Steffan Perry @ Framestore Ⓟ Ⓦ

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