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iRobot turns attention to consumers

Anticipating a drop in military orders, iRobot targets consumers with $10m ad campaign

The Roomba from iRobot Corp. is already an Internet sensation, starring in YouTube videos of babies and kittens ridding the self-propelled vacuum cleaners.

So to create its new ad campaign for the Roomba, the Bedford company returned to YouTube, hiring a dancer whose online robot dance video has 43 million views.

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