Mister Rogers sings of exploring the world with wonder in Google's Pixel spot

The ad marks the first time the late children's show host's voice has been used in a commercial

Published On
Oct 25, 2018

Editor's Pick

Google’s latest spot for the Pixel 3 smartphone features an unlikely pitchman: Fred Rogers. The beloved host of the children’s program “Mister Rogers’ Neighborhood” sings his classic song “Did You Know,” an ode to wonder and curiosity and engaging with the world with a sense of awe.

The audio is taken from an episode of the show where Rogers inquires about a toolbox and windows, how long an author spent writing a book, how many stop lights are in the world and whether fish laugh or cry. As he continues to sing, the spot from Droga5 features scenes of people around the world engaging in play and leisure and exploration. It's directed by Terrence Malick ("The Tree of Life," "The New World") via Superprime.

Interest in the educator and public television pioneer, who died of stomach cancer in 2003, has increased in recent years, as the kids he helped shape have come of age. The Rogers biopic documentary “Won’t You be My Neighbor” was released to critical acclaim earlier this year, and the Tom Hanks vehicle “You Are My Friend,” recounting how Rogers changed a journalist’s life, hits theaters next fall. Google celebrated the show with a Doodle video on Sept. 21, the 51st anniversary of the first episode.

The Pixel spot is the first time Rogers’ voice has been used in a commercial, though a 2013 ad for Target in Canada by Laird & Partners featured a less-than-well-received cover of his show’s theme song by Toronto band Dragonette.

Credits

Date
Oct 25, 2018
Agency:
Droga5-New York

Need a credit fix? Contact the Creativity Editors

Industry
Project Type