Kids call for mom for every conceivable reason in Google's charming, harried Mother's Day spot

Having a voice-activated assistant is much better than being one

Published On
May 10, 2019

Editor's Pick

This Mother’s Day, Google is paying homage to the original voice-activated assistant. In a 60-second spot by Swift, kid after kid echoes the same, age-old refrain: “Hey, Mom!”

The scenes will be familiar to any parent—children who’ve gotten themselves in over their heads or have gotten stuck on homework (or in their own shirts). They bombard their mothers with questions and requests, from help with a dead pet to bathroom time to scientific queries like, “Where does dirt come from?” Some demands remain unspoken, the implication hanging in the air, as mom pulls herself out of a well-deserved rest to check what’s wrong.

Finally though, in a moment of relative quiet, when the sibling rivalry is at a dull roar, one mom realizes she isn’t in this alone. “Hey mom” becomes “Hey Google,” and a real digital assistant connects a tired mother with the one woman who knows exactly what she’s going through—her own mom.

Google is no stranger to heartwarming takes on tech. It enlisted the calm, reassuring voice of Mr. Rogers last year in a spot for the Pixel 3 smartphone.

Credits

Date
May 10, 2019
Client:
Google
Agency:
Swift
Editorial Company:
Rock Paper Scissors
Production Company:
DIVISION7
Director:
Lloyd Lee Choi
Founder:
Patrick Milling-Smith
Founder:
David Richards
Executive Producer:
David Richards
Executive Producer:
Kamila Prokop
Producer:
Leah Fleischmann Allina
Agency:
Swift
Executive Creative Director:
Don Shelford
Creative Director:
Paul Bjork
Senior Copywriter:
Jonathan Marshall
Copywriter:
Chase Stevens
Art Director:
Ani Djaferian
Senior Producer:
Chrissy Wamsher
Edit Company:
RPS
Editor:
Biff Butler
HoP:
Dre Krichevsky
Producer:
Dina Ciccotello
Post:
A52
Executive Producer:
Kim Christensen

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