Dyson UK has “hit back at copycats” with a new television ad currently airing in the United Kingdom. Called ‘Dyson’s disappearing parts’, the TVC sends a message to both potential consumers and to rival floorcare manufacturers.

“Some other machines may look similar but their performance is very different,” reads the description from the Dyson UK team. “If you want a Dyson, you need to buy a Dyson - our technology is patented and can't be copied.”