John Boyega Bonds (James Bonds) With Google Assistant as Voice Campaign Comes to U.K.

'Make Google Do It' campaign gets a British twist


The creative hits keep coming for Google Assistant, the centerpiece of a litany of spots urging you to “Make Google Do It.” A star-studded cast introduced the campaign during this year’s Oscars, and Kevin Durant kept the ball rolling with another recent spot created for the NBA Finals.

Now the U.K. is getting its own “Make Google Do It” treatment with new work from R/GA London and Google’s in-house UK marketing team. (U.S. work in the series was created by Google Creative Lab and production house Arts and Sciences.)

In the latest iteration, Star Wars and “Pacific Rim” star John Boyega and comedian/actor/author David Walliams (of Little Britain fame) join a host of others who could conceivably use Google’s technology to help with the full range of issues that pop up at any moment.

It’s a nice bit of clarity and levity on what, specifically, the voice-activated technology can provide without leading consumers too far into the explainer weeds. Humor is the primary vehicle, with a nod to culture as Boyega does his best 007 impression in the mirror — a reference to the continued chatter about the actor becoming the new James Bond.

The new work will run across film, TV, OOH, display, print and social media.

If you’ve missed some of the U.S. spots in the series, you can check them out below:

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.