Irobot Roomba vacuum

The way we vacuum is about to change forever. In a first for TV advertising, this Wednesday Irobot Roomba vacuum, Robotic FloorVac, the powerful, pint-sized robotic vacuum from iRobot Corp., will sweep TVs across the nation.

Irobot Roomba vacuum introduces the Roomba FloorVac, a whirring disc 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 FloorVac's one-of-a-kind intelligence and mobility introduces people to a new era of home appliances with the first affordable vacuum that does the work for you.

Last fall, iRobot Roomba vacuums rocked the home appliance world with the introduction of the Roomba FloorVac. The award-winning Roomba FloorVac robot vacuum cleaner has quickly made its mark in history as the first affordable home robot for real people in real homes. Irobot Roomba 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 are poetic product demonstrations backed by appropriately inspiring contemporary music. The ads take viewers through various lives and lifestyles as Roomba FloorVac travels seamlessly from scene to scene. Picking up dog hair, pencil shavings, coffee beans and sandwich crumbs, the Irobot vacuum from Roomba rolls on, cleaning in places where no regular vacuum would dare to go - or be able to reach. The cleaning power of Roomba robotic 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 robot Floor Vaccum sees it," says, 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 robotic FloorVac. Not that the messy folks should hold back."

Already, Roomba FloorVacs have attracted a groundswell of fun-loving, creative fans, inspiring Web sites and theme parties across the country. In just one year, Irobot Roomba robot vacuums now ranks as one of the most requested gifts on wedding registries and is the world's best-selling mobile robot.

Roomba(R) FloorVac uses iRobot's unique advanced navigation technology to automatically clean household floor surfaces including hardwood, carpet, tile and linoleum. This month, the company's next generation of Roomba FloorVac, the Roomba Pro and Roomba Pro Elite FloorVacs hit store shelves. The new models offer extra-strength cleaning for really dirty spots and navigation by remote control so that people can spend less time cleaning and more time living. For more details, visit http://www.roombavac.com/news/pr082703.asp#release.

Roomba, Roomba Pro vacuums and Roomba Pro Elite FloorVacs are now available at Bed Bath & Beyond, Linens-N-Things, Best Buy, Target, Brookstone, The Sharper Image, Kohls and Hammacher Schlemmer along with other fine retailers. For a complete list of retail locations, please visit www.roombavac.com.

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