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

Erich & Kallman campaign revisits the wacky antics of iRobot’s team of miniature engineers

Published On
Apr 19, 2023
A Roomba engineer at his desk looking shocked

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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.



Apr 19, 2023
Client :
Agency :
Erich & Kallman
EVP Chief Marketing Officer :
Julie Bailey
VP Customer Acquisition & Global Media :
Matt Carrow
Senior Global Consumer Insights :
Annie Colella
Chief Creative Officer/Founder :
Eric Kallman
President/Founder :
Steven Erich
Executive Creative Director :
Rikesh Lal
ACD / Art Director :
Jason Goldberg
ACD / Copywriter :
Clark Chamberlain
Copywriter :
Jagger Moore
Art Director :
Sarah Johnson
Copywriter :
Cameron Higginbotham
Art Director :
Griffin Drew
Executive Director of Production Operations :
Kati Haberstock
Executive Producer :
Fearghal O'Dea
Associate Producer :
Hannah Hadley
Director of Brands :
Kristi Boutiette
Account Director :
Amy Denton
Production Company :
Director :
Gary Freedman
Executive Producer :
Ben Scandrett-Smith
Head of Production :
Janet Nowosad
Producer :
Tracy Broaddus
Director of Photography :
Masanobu Takayanagi
Production Designer :
Jamie Vickers
Editorial Company :
Cut + Run
Editor :
Pete Koob
Assistant Editor :
Stefan Manz
Executive Producer :
Brian Stanley
HOP/Prod :
Kristen Jenkins
Managing Partner :
Michelle Eskin
Finishing + VFX :
Parliament VFX
VFX Supervisor/Creative Lead :
Jason Bergman
VFX Creative :
Alex Koester
VFX Creative :
Andy Mower
VFX Creative :
Dave Chen
VFX Creative :
Edgar De La Torre
VFX Creative :
Franz Kol
VFX Creative :
James Cudahy
VFX Creative :
Nathan Hurlburt
VFX Production :
Johnny Edson
VFX Production :
Lexi Stearn
VFX Production :
Will Jellicorse
Color :
Company 3
Colorist :
Tom Poole
Color Producer :
Shannen Troup
Mix and Sound Design :
One Union Recording Studios
Senior Engineer :
Joaby Deal
Executive Producer :
Michael Swarce
Music :
Butter Music and Sound
Executive Producer :
Annick Mayer
Executive Creative Director :
Tim Kvasnosky
Senior Producer :
Stone Irr
Associate Producer :
Sonia Ohan

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