Dyson SuperSonic | Danylo's Book

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Let Your Hair Flow

Life isn't just unpredictable. Unpredictability is the essence of life itself. Backups leaving you on your back foot. Having to keep reserves for your reserves. Holding onto plans C-Z, when A and B do what they always do. It's no wonder that people turn to wishful thinking, throwing up a hope and a prayer for everything and nothing in between. But some things shouldn't be left to Lady Luck and the universe's infinite wisdom.

There's a place for precision in that chaos. And there's no better place to start than your hair. Perfect curls when imperfection is the norm. Impeccable blowouts even when the Southern winds blow North. Smooth strands that go in their intended direction, unlike everything else. So when the world's running on random, hair shouldn't have to follow the same rules of engagement. Let Your Hair Flow.

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Wild Postings

A bold graphic minimalist street art mural on a Miami city wall depicting a woman in casual linen clothing standing centered and unbothered amidst a swirling heat-filled landscape of dramatic palm trees and an oversized blazing sun. The mural reads "Let the rest of the world pull their hair out." A QR code in the bottom right corner is labeled "Dyson Supersonic." Part of the Dyson Supersonic "Some Things Are Certain" campaign.

Bad Hair Day Hat Retirement

For decades, the world has been holding hair back from flowing. Letting bad hair days take the wheel through a quick fix: the trusted hat. But nothing needs to last forever, and it's time for a solution. With SuperSonic's promise of certainty, we're encouraging you to #RetireTheHat.

We'll kick off this social campaign by shipping Hat Retirement Kits to popular hair influencers. They'll then document their process and invite followers to pre-order their own retirement kits.

To get hair flowing, we need to make these "safety nets" a relic of the past.

A digital mockup of a smartphone displaying a TikTok video from the account @PriyaHairCollective. In the video, a woman with long, wavy dark hair looks surprised, holding one hand to her chest while showcasing a navy blue beanie encased in a glass display box. In front of her is the open Dyson "Hat Retirement Kit" packaging. The caption on the screen reads, "She served for a while, but @Dyson serves harder. #RetireTheHat," with the song "Espresso" by Sabrina Carpenter listed as the background audio. The TikTok interface includes familiar icons for likes, comments, and sharing on the right side of the screen.

A digital mockup of a smartphone displaying a TikTok video from the account @CurlyCarlos. The video features a smiling man with curly hair wearing an olive green shirt, holding a glass display case that contains a faded blue baseball cap. The Dyson "Hat Retirement Kit" box sits open in the foreground. The on-screen caption reads, "Letting the curls stay unfurled and retiring the homie, thanks @Dyson #RetireTheHat," with the song "Telepatía" by Kali Uchis as the background audio. The standard TikTok interface elements—including the like, comment, and share icons—are visible on the right side.

No Stress Rain Check (Dyson X Classpass Collab)

Life's not flowing on a schedule. Plans shift. Classes get missed. And the unexpected has a way of bumping in exactly when you don't need it. So in the spirit of letting hair flow, we want to keep life coasting along.

Introducing No Stress Rain Check, a collaboration between Dyson and ClassPass. Because SuperSonic owners know what certainty feels like. And we want that flow-state to extend beyond the mirror.

So when life changes on a dime, and that ClassPass window closes before a cancel, we've got you covered. Any late cancellation fees within the 12-hour window's on us. You're welcome world.

Lets not give power to the unpredictable in the same way we don't with our hair. Let's let it all flow together.

CW: Me, Lily Gruber
AD: JJ Madison

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