Monsters have a virtual brainstorm in Google Nest's Halloween campaign

The brand leans into pandemic-era spookiness with scary doorbell tones, smart speaker music and more

Published On
Oct 26, 2020

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Google Nest highlights the various ways its tech can add to Halloween this year in a new campaign that isn't afraid to show that the spooky celebration is a little different in the era of COVID.

A series of social videos kicks off with a spot in which the brand's cast monster characters—witch, werewolf, ghost and a Frankenstein-type called Stewart—brainstorm on a Google Meet session. Stewart insists that although things "are a little different this year," the monsters can "still scare" (and the ghost chips in that she also tutors math). They go on to highlight the ways Google Nest products can help, including adding spooky sounds to your Nest doorbell.

Other "how to" videos show how you can also use Google Nest audio smart speakers to play Halloween music or get Chromecast to screen all your favorite scary movies.

Like the company's previous campaign starring Fred Armisen promoting the Google Store, the ads "rename" various devices for the occasion. The Nest Doorbell becomes the "Monster Summoner," for example, while Chromecast with Google TV becomes the "Scream Streamer."

Mike Andrews at Assassin Entertainment directed the spots, for WPP agency Swift. 



Oct 26, 2020
Client :
Google Nest
Agency :
Executive Creative Director :
Don Shelford
Creative Director :
Kimi Peterson
Associate Creative Director :
Holly Schnackenberg
Junior Art Director :
Nakita Simpson
Junior Writer :
Julius Im
Chief Production Officer :
Marni Beardsley
Director of Production :
Frank Brooks
Executive Producer :
Chrissy Wamsher
Account Supervisor :
Alexina Shaber
Account Executive :
Colleen Ridder
Head of Strategy :
Brooke-Lynn Howard
Junior Strategist :
Anna Kim
Program Director :
Adrienne Hudspeth
Associate Project Manager :
Kehlay Luchaco
Design :
Marta Royo
Motion :
Martin Warszawski
Data Science Director :
Deb Welch
Associate Director Data Science :
Laura Wutzie-Lucas
Data Strategist :
Anshup Kamble
ECD Google Devices & Services :
Xanthe Wells
Global Creative Director :
Christian Haas
Integrated Creative Lead :
Koen Malfait
Creative :
Jon Bunning
Creative :
Mark Svartz
VP Google Nest Marketing :
Nick Bartle
Director of US Marketing Devices & Services :
Zach Overton
Head of US Marketing Google Nest :
Priscilla Alvarez
US Nest Campaign Manager :
Erin Edenholm
Social Media Manager :
Timur Mertol
Production Company :
Assassin Entertainment
Director :
Mike Andrews
DP :
David Jones
Executive Producer :
Eric Senis
Line Producer :
Jaclyn Senis
Editorial :
Editor :
Dan Aronin
Editor :
Cody Liesinger
Color :
Company 3
Colorist :
Sean Coleman
Executive Producer :
Ashley McKim
Senior Producer :
Matt Moran
Finishing House :
Mission Control
Executive Producer :
Terry Kirk
VFX / Flame Artist :
Mike Quinn
Animation :
Jeff Skeeter
Sound :
Mixer & Sound Design :
Reed Harvey

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