iRobot returns to the ‘Situation Roomb’ to simulate the inner workings of Roomba’s mind

iRobot’s “Situation Roomb” advertising campaign is returning with 10 new TV spots that highlight the Roomba Combo j7+, the tech company’s 2-in-1 robot vacuum and mop.

The campaign, which first debuted in 2022, takes you inside the $1,000 device to see what happens when it’s confronted with moments of indecision. A series of funny scenarios follow as a team of miniature engineers work together to control the Roomba from the inside.

The new commercials focus on how the Roomba Combo j7+ knows exactly which objects in your home to avoid, understands the most voice commands from Alexa and Google smart home devices, and has a mop feature that senses carpet and lifts up to avoid leaving a wet mess.

“The campaign has exceeded our expectations for driving awareness and excitement, while also showcasing iRobot OS, which powers the thoughtful intelligence behind our products and sets them apart from others,” said Matt Carrow, VP of global media at iRobot.

San Francisco-based agency Erich and Kallman handled the creative, and Gary Freedman directed the spots. The campaign will run nationally across linear and connected TV and social media platforms including Facebook, Instagram and Pinterest. 

“Our metaphorical group of engineers always end up making the most thoughtful choices for the Roomba Combo j7+, but the process of getting there has some great comedic and dramatic moments as they make decisions in high-pressure situations,” said Eric Kallman, co-founder and chief creative officer of Erich and Kallman.