A new campaign for Google Nest aims to inject some humor into the security camera category, capturing the funny antics of people's pets on camera in user-generated footage.
Aware that its cameras often inadvertently capture pets up to mischief, Google invited Nest Cam users to send in their own footage via a call for content this summer. Google then turned the best clips into online ads, here narrated by comedians Richard Ayoade and Lolly Adefope, in a nod to the commentary from famous British dog show "Crufts" (the campaign is called "Grruffs.").
After we see the various pets' shenanigans, the films end with the words "Security with Google smarts. Know if it’s a person, a parcel or a pet." As well as having their clips featured in the content, providers of the winning clips will receive a "Grruffs" trophy shaped like a webcam with cat ears.
The pet footage campaign is based on an original concept created for Google in the U.S. by Arts & Letters Creative Co., as an adaptable global campaign. The idea was then adapted by Google U.K. and agency Anomaly London with the "Crufts" concept and trophies, and British comedians. (You can view some of the U.S. spots below.)
“Anyone who's got a Nest knows that as well all the good stuff around security, you also get these wonderful moments captured of family members and pets," said Joe Corcoran, executive creative director, Anomaly London, in a statement. "So it's great to be able to celebrate that in contrast with all the scare-mongering of the category."