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Don't get it, sorry.
Look into what you're doing and think about it. "Deep Cleaning" has nothing to do with climbing into your cupboards.
I believe the guy got sucked in the cupboard because the wakum cleaner (stored in the cupboard) is extremely powerfull. I think it works, but it lacks something maybe the electric wire or something
It lacks more than something. Art direction sucks, the product in a square, the hard and obvious gaussian blurs in the corners, etc. And the guy is being absorbed by a kitchen, there's no relation between the product and that pic. Keep thinking, there are more ideas out there.