Roomba might make cleaning under the dining table look easy, but did you know the Roomba is actually making an incredible amount of decisions as it goes about its cleaning mission? From detecting and avoiding dog poop to suggesting specific cleaning zones and scheduled cleaning times, these unseen decisions result in wondrous interactions that make our lives in our home better.
In fact, Roomba is so serious about making the smartest, most thoughtful decisions for your home, they have a team of tiny engineers working together inside the device to decide the best course of action on the fly.
OK, that’s not actually true. But it’s the premise of iRobot’s new brand campaign, to explore how such smart decisions get made. Aptly titled “Situation Roomba,” the campaign from agency Erich & Kallman uses creative storytelling to highlight the thoughtful intelligence of its new operating system iRobot OS.
Included in this package of spots directed by Craig Gillespie of MJZ is this one in which a Roomba deftly avoids a dog pooptastrophe.
Eric Kallman, chief creative officer and co-founder, Erich and Kallman, said, “There’s a lot more going on inside a Roomba than people realize. Its super smart operating system makes millions of decisions and calculations and learns about you and adapts to your home. We wanted to demonstrate how thoughtful iRobot OS is with the most thoughtful thing we could think of: humans. The team of tiny engineers controlling Roomba from the inside is a good representation of the software’s capabilities, but it’s also fun and brings out the humanity of the iRobot brand.”
