Samsung Electronics launches latest stick vacuum cleaner via catwalk

Samsung Electronics Co. on Tuesday said it launched the unique publicity campaign "Jet Walk" stressing "an uber-powerful cleaning show the world has never seen."

The company launched the event on social media platforms such as YouTube and Instagram as well as in TV and outdoor ads to promote its latest vacuum cleaner model Bespoke Jet AI.

With a runway in the background, the campaign highlights the new features of this year's model like powerful performance of up to 280 watts of suction power and artificial intelligence mode. The video features the stages "Clean Walk," "AI Walk" and "Zigzag Walk."

Clean Walk features the company's patent-pending technology of up to 280 watts of suction power and a large-capacity battery of 3,970 mAh to suck golden debris off the runway floor.

AI Walk emphasizes the AI mode that optimizes suction power by detecting a home's cleaning environment such as carpets, floors and mats. Bespoke Jet AI is the nation's first wireless stick vacuum cleaner to receive AI+ certification from the Korean Standards Association.

Appearing in Zigzag Walk, the Bespoke Jet Bot AI recognizes the structure of a house and even types of objects through object recognition, 3D and lidar sensors to detect and avoid obstacles fallen on the runway through self-driving.

Write to Ik-Hwan Kim at lovepen@hankyung.com