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.