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

'It starts at home," says Deutsch spot


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.

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.”

Assignment: Nest Hello
Name/Length of Spots: Prom Night :30
First Air Date: 3/04/2018

Client’s Company Name and Address:
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:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Guto Araki
Creative Director: Neal Desai
Creative Director: Eric Manchester

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
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
1661 19th St
Santa Monica, CA 90404
Editor: Jared Coller
Executive Producer: Susye Melega
Producer: Gabriella Page
Assistant Editor: Kyle Behrens

Color Correction
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

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: March 2, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT