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iRobot Kicks Off New Ad Campaign
Oct 4, 2005
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Robotic and appliance maker iRobot Corp. launched its "I Love Robots" advertisement campaign, featuring real people talking about their love for robots. The ads showcase iRobot's consumer robots -- the iRobot Roomba(R) Vacuuming Robot and the recently announced iRobot Scooba(TM) Floor Washing Robot.

"We really wanted an ad campaign that conveyed the excitement and enthusiasm our customers feel for their robots," said Greg White, executive vice president and general manager, iRobot Consumer Robots. "The 'I Love Robots' campaign showcases that passion first hand, with people speaking sincerely and unscripted about the robots."

For the Roomba commercial, nine owners speak about how the vacuuming robot has helped them. The Roomba commercial will air on cable networks in 30- and 60-second spots. Roomba cleans hardwood floors and carpets, and more than 1.2 million Roomba Vacuuming Robots have been sold since its introduction 3 years ago.

In the ad for the Scooba Floor Washing Robot, people were recruited off the street to talk about how much they hate to mop. The individuals were then introduced to Scooba and shown a demonstration of the robot at work. The commercials capture people's unscripted reactions to Scooba, which is reportedly the first floor washing robot for the home. The Scooba commercial will air on cable networks in 60-second spots. Scooba, due out later this year in limited quantities, simultaneously preps, washes, scrubs, and dries hard floors in a single pass.

Roomba print ads will run in November and December issues of leading consumer publications, including Good Housekeeping, Real Simple, Martha Stewart Living and O, The Oprah Magazine. The print ads feature a clean white background with green dots and show the robot clearing a clean path through the dots. The print ads also feature customer quotes.

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