A reminder for us all: “Fake news” is not a recent invention. In fact, we were all raised with a significant amount of alternative facts (or, you know…total lies) that we’ve largely written off as cute fables—like Santa Claus, a baby-delivering stork, or the idea that we were at risk of those silly faces getting “stuck that way” without swift correction.
Today, kids are growing up during the height of technological discovery and the tools that once seemed reserved for only the truly fortunate—like cell phones equipped with voice assistant programming—are now far more commonplace. Equipped with that tech, children can become the fact-checking sleuths we never really got to be. The days of blindly trusting the word of desperate parents are gradually coming to a close. Finally, justice!
New Zealand Telecommunications company Spark and agency Colenso BBDO have launched a new campaign as an extension of their Little Can Be Huge platform. This time, they’re celebrating the upcoming generation they’ve dubbed Generation Voice, or the kids growing up with this incredibly convenient voice assistant technology.
In a hysterical new spot called “Generation Voice Is Here,” kids are seen asking the Siri-esque program all the burning questions that need answers, like whether the internet actually “turns off” at 7 P.M. or if goldfish actually run away.
Once the assistant confirms the invalidity of these claims, Tim Maia’s “Rational Culture” plays in the background as a sort of rallying cry. These children are going to be the ones to, as Maia sings, “rule the world … put it together,” and it starts with challenging their parents in the name of truth.
“We love seeing empowered, curious kids. There’s this magic age range between about four and seven years old, when kids are still learning to read, but are weirdly more tech-savvy than many grown-ups. This is where the power of voice comes alive,” says Mike Davison, creative director at Colenso BBDO.
The ad, airing in New Zealand, will be accompanied by 15-second individual spots that focus on each of the children’s stories of deceit.
Keep up the good fight, kids. And parents, let’s choose our words wisely from here on out.
Brand COE Lead: Sarah Williams
Brand Lead Partner: Hannah Watson
Agency: Colenso BBDO
Production Company: Finch
Sound: Franklin Road