Robotic vacuum cleaner company, iRobot is starting a $10 million advertising campaign, today, designed to promote its consumer line of robots, the Boston Globe reports.

Boston ad agency Mullen    developed the campaign, according to the Globe. One spot features human “robot” dancers, dancing with the Roomba, a robotic home floor vacuum.

The campaign includes two TV spots, web and print advertising, according to the Boston Globe.

Beginning Tuesday, the commercials featuring Marquese Scott, with music from Scott Monaghan, another YouTube performer, will launch a $10 million campaign to boost sales of iRobot’s products to consumers as the company anticipates its business with the US military will decline sharply.

Colin Angle, iRobot chief executive, said the new ads are intended to convince a wider audience that a Roomba is more than just a "cool gadget that was right for these geeks.’’ Robots have steadily improved, said Angle, who declared “the era of robots is upon us."

iRobot has been looking for new sources of revenue to offset declining Pentagon spending on military robots, as the U.S. has drawn down forces in Iraq and Afghanistan.



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