The new campaign is part of a global Google roll-out that started on the night of the Oscars in the US with a version that featured John Legend and Sia.
The spot was created by R/GA London, led creatively by associate creative directors Nick Moss and Dan Northcote-Smith, with Graeme Hall, Steve Vranakis, Graham Bednash and Calvin Lau from Google UK Marketing. It was directed by Gary Freedman through Independent.
The launch films are part of an integrated global campaign that will run across cinema, TV, out-of-home, press, display and social media.
“This campaign is designed to show people the helpful things the Google Assistant can do – and do it with charm and wit,” Bednash, Google’s senior director of UK consumer marketing, said.
The TV ad launches tomorrow and Google will then roll out more digital videos featuring the likes of British heptathlete Katrina Johnson-Thompson and rising star Saoirse-Monica Jackson among others.
In anticipation of the campaign’s launch, Google has launched new experiences on Google Assistant, built specifically for families in the UK.
Four content partners known and loved in the UK, including Aardman and the British Council’s Learning Time With Timmy, Moshi Twilight, Little Baby Bum and HarperCollins Children’s Books StoryCastle, have developed apps for the Google Assistant specifically with families in mind.
For example, Little Baby Bum can assist parents and children in their daily routines with games and songs on potty training, eating vegetables and tooth brushing while Learning Time with Timmy can help children learn new words.
This UK launch follows the introduction of Family Link in February and that of the family developer platform and partners on Assistant last October.