Chapter 27 Google Home’s 2018 Alone Again with Google Assistant Campaign is the Ultimate Nostalgia

/ 1 min read

Google Home’s 2018 Alone Again with Google Assistant Campaign is the Ultimate Nostalgia

Get The Print Version

Tired of scrolling? Download a PDF version for easier offline reading and sharing with coworkers.

Add your info below to have the PDF sent to your inbox.
A link to download the PDF will arrive in your inbox shortly.

“Home Alone Again with the Google Assistant” paid homage to Home Alone, the classic 1990s holiday movie that has become a holiday movie staple.

The campaign recreated a number of iconic scenes with actor Macaulay Culkin, 28 years after he played the role of Kevin McCallister, a cheeky 8-year-old left alone in his family home over the Christmas holiday.

In each replicated scene, Kevin uses the Google Assistant app on a range of Google Connected Home devices,

At the start of the video, when Kevin wakes up, he asks a Google Nest Hub Max device, “What is on the calendar today?” Its witty response: “You have one event called ‘house to yourself.’

Kevin asks his Google Pixel Phone to add aftershave to his shopping list after running out in the bathroom scene. Then, in the scene which finds Kevin jumping on the bed, Kevin asks his red Google Home Mini device to remind him to clean the sheets later.

To recreate the pizza delivery scene, Kevin uses a Google Nest Hello Doorbell to tell the delivery person to, “Keep the change, you filthy animal” — without having to move from the sofa. In another scene, Kevin asks Google Assistant to help turn down the temperature.

In the final remade scene, Kevin fends off the burglars, Harry and Marv, by instructing Google to ‘begin operation Kevin.’ This scene features Google Assistant’s ability to create customized routines. “Begin operation Kevin” turned on specific lights, locked a door, and moved around an automated vacuum cleaner that held up a mannequin.

The core theme of the campaign, home automation with Google Assistant-enabled devices, is cleverly driven into the minds of viewers — especially the nostalgic watchers who grew up with the original Home Alone.

AdAge’s AcuityAds analysis revealed that the Home Alone Again campaign was the most-viewed holiday ad of 2018, racking up 70.7 million views in 2018 alone.

The campaign also managed to generate a lot of comparison and blooper outtake videos on YouTube.

Holiday Marketing Takeaway

The old can become new again — if you’re clever enough. Nostalgia is a powerful emotion, but a humorous and modern twist makes it relevant for the season.

Table of Contents

Intro150 Years of the Best Holiday Campaigns
Chapter 1 The Genesis of Holiday Window Displays
Chapter 2 Macy’s Thanksgiving Day Parade Brings Spectacle to the Season
Chapter 3 How Coca-Cola Invented The Father of Christmas (Or did they?)
Chapter 4 Budweiser Celebrates the End to Prohibition
Chapter 5 Montgomery Ward Employee Invents Rudolph the Red-Nosed Reindeer
Chapter 6 Campbell’s Soup Speaks to the ’50s Housewife
Chapter 7 Mr. Potato Head Becomes First Toy Ever Televised
Chapter 8 NORAD Tracks Santa’s Journey Around the World
Chapter 9 Norelco Popularizes Stop-Motion Animation
Chapter 10 Kentucky Fried Chicken for Christmas? Why You’ll Eat KFC in Japan
Chapter 11 Folgers Advertises the Intangible
Chapter 12 Hershey’s Holiday Bells Defy an Ad Agency
Chapter 13 Coca-Cola’s Polar Bears Humanize Global Warming
Chapter 14 Coca-Cola’s Christmas Fleet Brings Truckloads of Cheer
Chapter 15 M&M’s Stumble Upon Santa –– No One is Left Standing
Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)
Chapter 17 Target Keeps it Simple with Their Black Friday Catalog Focusing on Price
Chapter 18 Pampers Silent Night Raises $40 Million for Charity
Chapter 19 Give a Garmin Hits on Travel, Humor and Holiday Stress
Chapter 20 John Lewis Focuses on Storytelling Over Brand
Chapter 21 Macy’s Believe Campaign Raises $10 Million, Involves Schools
Chapter 22 American Express Small Business Saturday Supports Local
Chapter 23 Apple Misunderstood Campaign Makes Technology and Family a Priority
Chapter 24 REI’s #OptOutside Campaign Bucks Tradition
Chapter 25 Amazon’s “Give a Little Bit” Campaign Gives a Lot
Chapter 26 Spotify’s 2017 “#2018Goals” Campaign Speaks Loudly
Chapter 27 Google Home’s 2018 Alone Again with Google Assistant Campaign is the Ultimate Nostalgia

SHARE

Kunle Campbell

Kunle is a trusted advisor to ambitious, agile ecommerce brands. His core strengths lies in growing revenue by developing and executing scalable customer acquisition and search marketing strategies for online retailers.  He blogs, runs webinars and teach courses about ecommerce growth on 2XeCommerce.com. He also hosts an ecommerce podcast dedicated to growing and scaling online retail businesses.

View all posts by Kunle Campbell

Less Development. More Marketing.

Let us future-proof your backend. You focus on building your brand.