Google’s Nest Doorbell Wanted Spooky Halloween Sounds, So It Asked Monsters to Audition

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The Hello Nest Doorbell and Google Nest are allowing users to outfit their homes with the spooky spirit to replace their current doorbell rings. Equipped with four appropriately haunting sounds, trick-or-treaters and unsuspecting guests alike can be greeted by a ravenous monster, a haunting ghost, a creeping vampire, or ghastly witch.

No matter what sound holiday homebodies choose this Halloween, they can rest assured that each “boo” or pitchy wail was specially crafted during a careful audition process, according to the latest campaign from Google and Portland creative agency Swift.

In “Monster Auditions,” some of the best frights have hailed from four corners of dark lore, hoping to bring their own brand of terror to life just for Google Nest users. “The Nest Hello Doorbell is coming out four new spooky sounds for Halloween, so obviously it’s like a huge gig for the community,” an excited monster shares on camera during the minute-long short that brings all four freaky hopefuls together.

The hilarious, documentary-like spots take us through the auditions of a monster, ghost, witch, and vampire as they take us through the anatomy of a shriek or ghostly moan (or an artfully minimalist “millennial boo”).

Knowing that the sound from an avatar of fright terrorizing a village has come from the best in the business is equal parts terrifying and commendable.

The campaign succeeds in feeling less like advertising and more like a behind-the-scenes look, getting into the fun and originality of the season without falling into potentially trite holiday-themed marketing. “Monster Auditions” will run across Facebook, Twitter, and Instagram, as well as Google’s own dedicated channels.


Client: Google
Campaign: “Nest Hello Doorbell: Monster Auditions”

Agency: Swift
Chief Creative Officer: Rick Albano
Executive Creative Director: Don Shelford
Creative Director: Dana Stalker
Associate Creative Director: Chelsea Berger
Senior Copywriter: Mark Topel
Senior Art Director: Mike Zulpa
Agency Producer: Alana Spears
Director of Production: Frank Brooks
Group Account Director: Britta Larson
Account Supervisor: Alexina Shaber
Account Executive: Colleen Ridder
Senior Project Manager: Ben Beatty
Strategy Director: Ben Peters
Senior Strategist: Amanda Bao
Associate Director, Data Science: Nathan Lattanzi

ECD, Google Devices & Services: Xanthe Wells
Global Creative Director: Christian Haas
Creative Director: Koen Malfait
Lead Designer: Jean Shim
Designer: Coryn Bajema
VP, Google Nest Marketing: Nick Bartle
Global Consumer Marketing Lead: Cam Luby
Consumer Marketing Lead: Priscilla Alvarez
Product Marketing Manager: Nai Syriani

Production Company: Swift
Director: Mike Andrews
DP: Joe Meade
Line Producer: Alana Spears
Editor: Corky Devault
Editor: Lauren O’Malley
Online Editor: Steve Greiner
Colorist: Brian Marx Gibson
Sound: Brooke Saelens
Motion Graphics: Matt Anthony

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