Jibo Inc., the creator of the world’s first social robot for the home, is now working with advertising agency Allen & Gerritsen (A&G) to help the company to differentiate itself in the ever-evolving market of personal assistants, home robots and smart speakers.

The company--which recently graced the cover of TIME and was recognized by the magazine as one of the 25 best inventions of 2017--concluded a successful crowdfunding campaign for its flagship product, also known as Jibo, and selected A&G as its partner as it brought the robot to market. Jibo sought to raise awareness for the robot’s unique proposition as not only a smart assistant, but also a charming companion.

A&G is working with Jibo on brand messaging development. The agency also recently unveiled a series of videos showcasing Jibo in his natural habitat--and with his sense of humor on full display. A&G will continue to partner with Jibo on related content development work.