Roborock needed a series of social films that could highlight its performance advantages over competing products, without turning the campaign into an obvious attack on the competition.

Our solution was “Agent Sloppy”: a confident, highly trained spy who breaks into Roborock headquarters to steal its secrets, only to fail every time his abilities are put to the test. Inspired by the distinctly British spy-comedy sensibility of Rowan Atkinson’s Johnny English films, the character plays on the contrast between total self-confidence and spectacular incompetence.

Each spy mission was designed around a real performance difference, translating technical product comparisons into simple physical comedy. Instead of explaining the advantage directly, we let Agent Sloppy’s repeated failures make the contrast instantly clear, while Roborock moves through the same situations with effortless precision.

At the punchline, Agent Sloppy glitches and transforms into a generic robot vacuum, revealing that every human failure was really a product limitation all along.

By turning competitive claims into character-driven comedy, the series makes product superiority clear without directly calling out a competitor, while giving Roborock a distinctive and repeatable social format.

Watch on YouTube: A Spy's Unexpected Encounters EP1 / EP2 / EP3