Burlington, MA, Oct. 6--The way we vacuum is about to change forever. This Wednesday Roomba Robotic FloorVac, the powerful robotic vacuum from iRobot Corp., will be the subject of a national TV ad campaign.
Roomba FloorVac is comprised of a robotic vacuum just three inches high and 12 inches wide, that self-navigates under beds, tables and chairs, cleaning more efficiently and reaching places rarely seen by standard upright vacuums. Roomba introduces people to a new era of home appliances with the first affordable vacuum that does the work for the consumer.
Last fall, iRobot introduced the Roomba FloorVac. Roomba FloorVac is a favorite among parents, pet owners and the millions of people who make cleaning their homes a core activity of their day or week.
The new TV spots created by Brand Content Advertising in Boston feature product demonstrations backed by contemporary music. The ads take viewers through various lives and lifestyles as Roomba FloorVac travels from scene to scene, picking up dog hair, pencil shavings, coffee beans and sandwich crumbs. The cleaning power of Roomba FloorVac is punctuated by the final tagline, "If it's down there, we'll get it."
"The core creative idea was to show the world as Roomba FloorVac sees it," said Doug Gladstone, CEO and chief creative officer of Brand Content. "When we thought about what this product does and how it does it, it just made perfect sense to create the spots in the world where Roomba FloorVac lives--the lower quadrant of people's homes.
"Research trumped instinct in sussing out this market," Gladstone said. "We were surprised at first to learn that those who pride themselves on a clean home are our core target segment. But when you consider what the product does and how well it does it, it follows that the self-proclaimed neat-nick would adore Roomba FloorVac. Not that the messy folks should hold back."
