Nest Looks at Prom Night Through the Lens of #MeToo in Its Oscars Ad

Nest taps into the hot-button topic of how men treat women in this unusual ad for its Hello video doorbell. It's prom night in suburbia, and as two teen couples head to the big event, the father of one dude calls his son back toward the house for some last-minute words of advice. "I want to make sure you understand how special Sara is," Dad says. "So treat her with respect. Don't assume being her date means anything more than that." We don't immediately see Pops on camera, which plays into the commercial's big reveal. [kickout id="1"] That's right, Dad's working late at the hospital, keeping an eye on things and beaming his wisdom home via Nest's Hello video doorbell. "Anytime we can tap into what is going on in culture, we go for it," says Pete Favat, creative chief at Deutsch North America, which developed the spot. "This is an incredibly important issue right now, and brands have the power to put out messages that are positive. People want to see brands that have a social consciousness." The spot's timely message rings true, even if it also feels a tad creepy—a reminder that we seemingly live under constant surveillance, with Doctor Dad's disembodied tones emanating from that all-seeing HAL 9000-type doorbell. Still, Matt Baron's relaxed direction keeps the material on track. And Nest believes the spot, which will run Sunday during ABC's Academy Awards telecast—a potent platform for the #MeToo movement—amplifies the company's broader mission. "Nest is about the home, which is a sanctuary—a safe place," says Nest global creative director Xanthe Wells. "Our hope is that people who watch this understand the respect that Nest has for the people inside the home, and take away an appreciation of the role we each have to play in creating a better world." CREDITS Assignment: Nest Hello Name/Length of Spots: Prom Night :30 First Air Date: 3/04/2018 Client's Company Name and Address: Nest 3400 Hillview Ave., Palo Alto, CA 94304 Client Credits: CMO: Doug Sweeny Global Creative Director: Xanthe Wells Creative Lead: Colleen Harlan Global Head of Advertising and Engagement: Gene Willis Director of Communications & Consumer Marketing: Kate Brinks Director Partner and Channel Marketing: Lauren Gellman Executive Producer: Jessica Koontz Consumer Advertising Manager: Kate Whittington Product Manager: Erick Low Product Manager: Leo Paskin Deutsch Credits: Creative: Chief Creative Officer, North America: Pete Favat Executive Creative Director: Guto Araki Creative Director: Neal Desai Creative Director: Eric Manchester Production Director of Integrated Production: Vic Palumbo Executive Integrated Producer: Dan Kaplan Senior Integrated Producer: Ali Issari Music Director: Eryk Rich Music Producer: Chase Butters Music Coordinator: Dez Davis Account Management: Group Account Director: Walter Smith Account Supervisor: Kelly Childers Business Affairs/Traffic: Director of Integrated Business Affairs: Abilino Guillermo Senior Business Affairs Manager: Saeyoung Kim Director or Broadcast Traffic: Carie Bonillo Production Company Alldayeveryday 2028 E 7th St Los Angeles, CA 90021 Director: Matt Baron Executive Producer: Renee Krumweide Head of Production: Nikola Westermann Line Producer: Christian Nurse Editorial Company Nomad 1661 19th St Santa Monica, CA 90404 Editor: Jared Coller Executive Producer: Susye Melega Producer: Gabriella Page Assistant Editor: Kyle Behrens Color Correction MPC 8921 Lindblade St Culver City, CA 90232 Colorist: Ricky Gausis Executive Producer, Color: Meghan Lang Senior Color Producer: Rebecca Boorsma Music (Licensed and Original/Arranged) Licensed Music for "Prom Night" Track: Bloomed C Composer: Robert Murguia Publisher: Mophonics Music Publishing Track: KAPT KAPT 0085 01201 Moving Up Instrumental APM-FUTZ v1 HERO Composer: Aurelien Mergault (SACEM) Publisher(s): Kaptain Music Library ASCAP / APM Music ASCAP Audio Post Company Lime Studios 1528 20th Street Santa Monica, CA 90404 Audio Mixer: Joel Waters Executive Producer: Susie Boyajan Assistant Mixer: Chris Nungary Shoot Location: Los Angeles

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Nest Looks at Prom Night Through the Lens of #MeToo in Its Oscars Ad

'It starts at home," says Deutsch spot

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