Roomba’s 'Situation Roomb' Highlights the Thoughtful Intelligence of the Robot Vacuums
iRobot’s 'Situation Roomb' advertising campaign returns today with a series of new TV spots that highlight the thoughtful intelligence of the iRobot Roomba Combo j7+, the world’s most advanced robot vacuum and mop.
The 'Situation Roomb' campaign, which first debuted in 2022, takes you inside the Roomba to see what happens when the device’s ‘brain’ is confronted with moments of indecision. A variety of fun and funny scenarios follow as a team of miniature engineers work together to control the Roomba from the inside, illustrating how iRobot’s connected devices will always make the most thoughtful choice possible for your home.
The Situation Roomb’s adventures continue in this new iteration of the campaign, with 10 new spots that focus on how the Roomba Combo™ j7+ knows exactly which objects in your home to avoid, understands the most voice commands from Alexa and Google smart home devices, and lifts its auto-retracting mop pad to the top of the robot when it senses carpets and rugs, preventing wet messes.
In 'Button,' a nervous Situation Roomb engineer called Paulson gets his moment to shine as the Roomba Combo approaches a rug. With a sweaty brow and everyone watching intensely, the tense moment turns into a celebration when Paulson presses a button to engage the 'lift mop protocol' and switches from mop to vacuum mode. In the 'Blueprint' spot, the team is gathered around a map of the home and are navigating a miniature Roomba Combo j7+ figurine around the room, using iRobot’s Object Detection Object Avoidance (ODOA) to avoid objects like a dog bowl and backpack.
The new launch also includes 'Your Home Will Thank You' competitive TV spots, including 'Chew Toy' and 'Trendy Rug,' that highlight the product features and benefits that set the Roomba Combo j7+ apart from other 2-in-1 robot vacuums. The Roomba Combo j7+ is so thoughtful, it’s even thought about how the objects and furniture in your home may feel about it. In these spots, we hear from the vantage point of common household items and furniture that interact with robot vacuums every day. A dog chew toy expresses its love for the Roomba Combo j7+, which never runs over it by mistake. A trendy rug feels equally grateful that the Roomba Combo j7+ mop knows exactly when to switch to vacuum mode, never leaving it wet and dirty like other robot vacuums have previously.
“We’re excited to introduce more entertaining stories from inside the ‘Situation Roomb,’ building off the success of last year’s launch. The campaign has exceeded our expectations for driving awareness and excitement, while also showcasing iRobot OS, which powers the thoughtful intelligence behind our products and sets them apart from others,” said Matt Carrow, vice president of global media, iRobot.
Created in collaboration with independent advertising agency Erich and Kallman, the 'Situation Roomb' campaign will run in North America across linear TV (Cable and Network), connected TV, social media (including Facebook, Instagram, and Pinterest), and digital display.
“Our metaphorical group of engineers always end up making the most thoughtful choices for the Roomba Combo j7+, but the process of getting there has some great comedic and dramatic moments as they make decisions in high pressure situations. The ‘Button’ spot kicks up the intensity in that critical moment when the Roomba Combo j7+ is approaching a rug and has to switch from map to vacuum. It’s funny because it’s relatable; we’ve all been in situations at work where you know what you must do, but really don’t want to mess it up for the team so you’re feeling the pressure,” said Eric Kallman, co-founder and chief creative officer, Erich and Kallman.
