Remember Google’s memorable ads such as ‘Dear Sophie’ or ‘Loretta’? These narratives inspired us and instilled a desire to engage with the product. I recall how my wife set up an email account for our newborn after being moved by ‘Dear Sophie’ and sent multiple messages.
In contrast, ‘New Home’ feels as if it began with Gemini and attempted to craft a story around it. While moving is undeniably emotional for both children and adults, the authenticity of its moments didn’t resonate as deeply with me as in some of the earlier campaigns.
Jake Reilly, group creative director, Dentsu Creative
Over the past few years, I have not been overtly skeptical of AI, but I have found its utility lacking. It often seems like a solution looking for a problem. Early advertising efforts featuring AI tended to emphasize this issue, showing brands attempting to sell us on the worth of automated tools handling simple human interactions that we could manage ourselves or creatively enriching aspects of life that convey genuine meaning. While there were many misfires, recently, the creative output has improved. I’ve enjoyed several campaigns by Claude via Mother London and some of OpenAI’s work, both of which focus on human storytelling without overpromising capabilities.
This year’s Google campaign for Gemini continues this positive trajectory. As a father of children around the same age as Ben, I believe this film adeptly illustrates the tool’s practical use. Unlike a previous Olympic ad where a dad suggested using Gemini for letter writing—an approach that undermined the value of childhood discovery—this ad feels more supportive and empowering. The technology enhances an otherwise daunting emotional experience, making it more exciting. This is a step in the right direction, especially with the prevalent skepticism surrounding the AI industry.
From a craftsmanship perspective, I appreciate the simplicity of the narrative, the understated music, and the authentic portrayal of the mother and son. While it didn’t astound me creatively, I think it tells a beautiful story that will resonate with audiences who appreciate heartfelt narratives, similar to campaigns like Farmers Dog or various Lay’s advertisements from recent years.
