If you’ve ever seen a Roomba robotic vacuum in action, you may have wondered how it knows how to navigate a room and avoid hazards like dog poop. The device makes an incredible amount of decisions as it goes about each cleaning mission, resulting in wondrous interactions that make our lives in our home better.

Now you can see how it’s done, in iRobot’s new brand campaign, 'Situation Roomb'.

The Situation Roomb is a team of tiny engineers controlling a Roomba from the inside. A variety of amusing scenes unfold as the team is confronted with moments of indecision and work together to troubleshoot on the fly and make the smartest, most thoughtful decisions for your home.

The storytelling-driven campaign aims to highlight the thoughtful intelligence of iRobot’s new operating system, iRobot OS.

“There’s a lot more going on inside a Roomba than people realize. And while there aren’t actually a bunch of tiny people freaking out about dog poop, its super smart operating system makes millions of decisions and calculations and learns about you and adapts to your home,” said Eric Kallman, chief creative officer and co-founder, Erich and Kallman. “We wanted to demonstrate how thoughtful iRobot OS is with the most thoughtful thing we could think of: humans. The team of tiny engineers controlling Roomba from the inside is a good representation of the software’s capabilities, but it’s also fun and brings out the humanity of the iRobot brand.”

The integrated campaign launches in North America across Cable and Network TV, Social (including Facebook, Instagram, Twitter and Pinterest), and Connected TV. Over the next few months, these assets will be distributed across the globe in Europe, Japan, and a handful of other markets.

“Marketing in this category must evolve past a focus that’s purely on product features and functionality. We wanted this campaign to reflect the same strategic direction that our company is taking, which is a greater focus on the intelligence that sets our products apart from the rest,” said Matt Carrow, vice president of global media, iRobot. “iRobot OS is the superior software intelligence that powers the high-performance and beautifully designed hardware our customers have come to expect from iRobot. To tell this story in a thoughtful way required a completely new approach, and we’re really excited about it. Developed by iRobot in partnership with Erich and Kallman, our new campaign leans into a fun and human way to show people the unique benefits of iRobot OS.

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