Dreame bets $10 million Super Bowl ad can launch global brand push

Dreame spent $10 million on a 30-second Super Bowl commercial to sell Americans on much more than a robot vacuum. The ad, which aired across NBC’s local affiliate network during the February 9 game, pushed the Chinese company’s planned electric luxury car alongside a vacuum cleaner, a lawn mower and a green supercar that transformed into robots and tossed a flaming ball.

The campaign is Dreame’s bluntest attempt yet to turn spectacle into familiarity in the United States, where the company remains little known outside the appliance aisle. Dreame said the spot was meant to introduce its broader smart-hardware ecosystem and speed its North America push, a strategy that echoes the way other Chinese consumer-tech names have tried to buy mainstream recognition in the American market.

Dreame Technology says it was founded in 2017, is headquartered in Suzhou, China, and grew out of technology work linked to Tsinghua University’s aerospace research department. The company says it already serves more than 21 million households across more than 120 countries, with more than 4,000 physical stores and 7.5 million channel members. Its products are sold in overseas markets including Malaysia, Australia and the United States, and Xiaomi was an early investor.

The Super Bowl buy also widened the spotlight beyond floor care. Dreame said last year that it would build “the world’s fastest car,” and it expects its first pure electric luxury cars to debut in 2027. That ambition gives the company a far larger story than vacuuming: it wants to be seen as a consumer electronics brand with a long runway in robotics, smart-home gear and electric mobility.

That is a high-stakes bet. Chinese consumer-tech companies have increasingly used U.S. advertising to force recognition, and Dreame is following the path that Temu used to break into American consciousness. But buying attention is not the same as earning trust. For Dreame, the test now is whether a costly Super Bowl splash can convince U.S. households to look past the brand’s relative obscurity and see a credible long-term player, not just a flashy newcomer.