Ad of the Day: iRobot

Roomba inspires a song and dance in Mullen's goofy new campaign

Remember the Roomba? The iRobot-made mini-hovercraft-slash-vacuum, which has somehow already been in existence for a decade, is back with a vengeance thanks to a $10 million ad campaign across print, Web and TV from Boston agency Mullen. There's also an iRobot-branded YouTube channel—which ties in nicely with the star of Roomba's video spots, YouTube dubstep dance sensation Marquese Scott.

The spot, titled "Do You?" (as in "iRobot, Do You?"—whatever that means), features Scott and a bevy of otherwise normal-looking people so inspired by their Roomba vacuum that they break into a very challenging version of "The Robot" dance with their electronic friend. But the real draw here is the Roomba song. There is literally a Roomba dance song. With lyrics. (Sample: "Got a robot vacuum cleaning up my life.") God help us, it's so bizarre (and passionately performed!) that it's actually kind of catchy.

The point of this whole song-and-dance routine, according to iRobot, is to show "the unique bond that is created between people and robots." Apparently, people have been known to treat their Roomba "as a member of the family," going so far as to name it. Shortly after I had finished rolling my eyes at this marketing angle, I happened to remember a long-lost member of my own family: The Polaris robotic pool cleaner, also known affectionately in our household as "The Little Guy." Too bad he never had his own song.

CREDITS

Client: iRobot

Product: Roomba vacuum

Agency: Mullen, Boston

Chief Creative Officer: Mark Wenneker

Group Creative Director, Copywriter: Brian Tierney

Associate Creative Director, Art Director: Jesse Blatz

Executive Director of Integrated Production: Liza Near

Producer: Zeke Bowman

Production Company: Smuggler

Director: Jamie Rafn

Executive Producer: Allison Kunzman

Producer: Ray Leakey

Director of Photography: Ray Coates

Editing Company: Rock Paper Scissors

Visual Effects: Brickyard VFX

Music: Scott Monaghan (Mr. Pitiful); Robot Repair

Audio Post: Soundtrack

Digital Credit

Associate Creative Director, Copywriter: Nicole Berard

Print Credit

Photographer: Kara Kochalko