When accumulated, routine cleaning equals 312 hours annually — transforming a background chore into a measurable loss of time. Rather than leaning into the spectacle often associated with AI, the campaign emphasizes technology that delivers clear, practical benefits without demanding attention.

AI, Done Right is grounded in a single truth: reclaiming time is more valuable than showcasing intelligence.

By shifting focus from how AI works to what it removes, the campaign positions iRobot’s technology as dependable infrastructure rather than a feature set. The product succeeds when it disappears seamlessly into daily life.

The strategy relies on restraint to build trust.

• Lead with a tangible, human statistic

• Remove technical explanations and feature-driven language

• Allow simplicity to signal reliability

By eliminating spectacle, the campaign reframes AI as something users rely on — not something they need to manage or understand.

A focused set of executions reinforces consistency across channels:

• OOH Poster: A minimal composition that signals confidence and clarity in high-traffic environments

• Instagram Carousel: Converts the 312-hour insight into digestible, emotionally resonant moments

• Video Storyboard: Illustrates daily life progressing uninterrupted while cleaning happens offscreen

The visual system mirrors the campaign’s restraint:

• Clean layouts with deliberate negative space

• A neutral palette anchored by the product

• Straightforward typography and disciplined copy