The campaign will run in print, out-of-home and broadcast, with
TV appearances slated for most of the major networks, as well as
popular cable channels like HGTV.
"It is our third year advertising in broadcast and as connected
homes become more mainstream, our message has shifted from 'what'
the product is to more about 'how' a product like the thermostat
can conserve energy," Matteo Vianello, creative director at Nest,
said. "We want you to think about Nest as a part of that
The target audience for Nest products are married men, who often
make the push to purchase the Nest products, Mr. Vianello said. "We
are most popular with homeowners who have kids," he said. "We are
going after the guy with kids who really cares about their
Three videos were made for the campaign and each showcases
One features a boy who appears hell-bent on saving energy; he
doesn't flush the toilet after he pees and he turns off the water
as his dad's shaving. Another shows a father watch in real time
what appears to be an intruder -- the person is wearing a black hat
and black trench coat -- breaking into his home. He soon realizes
this person isn't an intruder, but his daughter, who is hungry and
raiding the fridge.
The offerings will be marketed differently from
the recently announced Google Home, a voice-activated
assistant and Amazon Echo rival. Although Home is being handled by
a different team, it does make an appearance in one of the Nest
spots, but only in the background and not in use.
"We think of Google Home as an interface, but we want the Nest
product to live in the background," Mr. Vianello said. "Google Home
is more like a phone, but it's not part of the Nest ecosystem. It
is a Google product whose focused on entertainment and answering
questions. That is not our focus at Nest. But these are
In 2014, Google acquired Nest Labs for $3.2 billion and Dropcam,
the company behind the now rebranded Nest Cam, for $555 million. A
spokesman for Nest said the company does not disclose sales figures
or units sold.
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CORRECTION: An earlier
version of this story said Google owns Nest. Google parent company
Alphabet actually owns Nest. Ad Age regrets the