Brand Content Intros iRobot's Roomba

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BOSTON Brand Content will introduce iRobot’s first consumer product, a miniature robotic vacuum cleaner, in TV spots that break today. Ad spending is estimated at $5 million.

The commercials were shot from the perspective of the 3-inch-high Roomba, which is touted as being able to get into hard to reach places. The spots are tagged, “If it’s down there, we’ll get it.”

“We needed to show that the product worked,” said the 12-person agency’s CEO and chief creative officer Doug Gladstone.



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