Google Home Mini
Show Don’t Sell
The Challenge
To move beyond traditional, contrived lifestyle ads and demonstrate the true value of Google Home Mini by "showing the magic"—the moments when the device makes life easier, happier, and more magical. The goal was to increase awareness, consideration, and purchase intent.
My Role
As Creative Director, I led a multidisciplinary team to develop a multi-channel creative platform that pivoted the brand’s message from "what it does" to "what it can do for you."
The Solution
We concepted a scalable creative platform called "What if Movies," which placed Google Home Mini as a trusted provider of information and support within culturally relevant cinematic plot-lines. This scalable, video-based concept was built to run across broadcast spots and YouTube, bringing to life how the device could have saved Kevin from the trauma in Home Alone or helped the Griswold’s avoid a disastrous pilgrimage to Wally World by revealing the theme park was closed.
The concept was further extended to experiential activations to demonstrate the product’s magic in its natural habitat:
An Iconic Environment: Product placement can be successful if it's woven in authentically. The sheer cultural weight of The Simpsons, not to mention the whimsical plot-line potential, made this an early "hail-mary" concept for an iconic environment.
IKEA In Situ: With 456 stores globally completely based on in-situ product experiences, IKEA was the perfect partner. This enabled us to show consumers the Google Home Mini's magic in its natural environment—within a bedroom or living room—rather than through a contrived lifestyle ad.
The Impact
This strategic approach successfully achieved continued awareness and increased purchase intent by elevating the benefits of the device through a fresh, unforgettable creative lens. This campaign demonstrated a new path for brand-building in a competitive market, proving that a focus on cultural relevance and authenticity can drive massive business results. For a complete overview of the business impact across all Google Pixel and Home product campaigns, please refer to the case study Google: AOR Creative Leadership.