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
Oct 26, 2020
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.