Roomba Vac Shows Holiday Spirit in TV Push

BOSTON If iRobot’s holiday wish comes true, there will be fewer pine needles and more Roomba Robotic Floorvacs under Christmas trees this season.

Brand Content’s new 15-second spot for the Burlington, Mass.-based client shows the Roomba miniature robotic vacuum cleaner sucking up pesky needles amid festive decorations as a jazzy version of “Jingle Bells” plays. A voiceover says, “This year, there’s nothing under the tree.” The spot concludes, “This will change the way you clean. Forever.” The tagline is, “If it’s down there, we’ll get it.”

“Obviously, it’s a season for giving, we wanted to show that the best gift idea is actually one that takes things away,” said Doug Gladstone, chief creative officer at the independent Boston agency.

The spot breaks nationally this week and augments an introductory image campaign launched in the fall.