Google is capitalizing on a holiday classic to demonstrate its virtual assistant. “Home Alone Again” stars Macaulay Culkin as an adult Kevin McAllister who still has a few tricks up his sleeve—and one of them is Google Assistant.
A new holiday campaign for Google’s connected products launched on Wednesday with a parody of the 1990 film Home Alone. Now 38 years old, McAllister wakes to find himself once again alone in the house but this time, he has Google Assistant to help out. He recreates key scenes from the original film—jumping on the bed, using aftershave, ordering pizza and staging a fake party to discourage burglars. Each of the scenarios now includes a Google device that helps make the process easier, from setting reminders to wash the sheets and order aftershave to reading one’s schedule and turning on home automation.
The campaign runs through January 3 and will be distributed across broadcast, digital, social, and movie theatres. In the meantime, Google Assistant users can access Home Alone Easter eggs by asking the following questions:
- Hey Google, how much do I owe you?
- Hey Google, did I forget something?
- Hey Google, the Wet Bandits are here.
- Hey Google, it’s me Snakes. I got the stuff.
- Hey Google, I’m the man of the house.
Google Assistant’s creative team paid special attention to the original film down to framing the shots, decorating the sets and shoot sequences. Google displays side-by-side shot comparisons and a look behind the scenes here.
Nearly 30 years after its release, the movie continues to capture audience attention and creates nostalgia for multiple generations. In fact, Google reports that consumers search for Home Alone every year. Interest in the title spiked 1900 percent in a month last December, with the highest traffic occurring Christmas Day.
Nostalgia gives consumers a sense of security in that it’s a brand or product they already know and love. As we continue to enter an “Emotional Economy,” tugging at the consumers’ heartstrings will become more of a priority for marketing leaders in the future.