Make Google Do it.

Google Assistant:
Make Google do it

First launching during the Oscars, the Make Google do it campaign features John Legend, Chrissy Teigen, Kevin Durant, and Sia struggling with everyday tasks. This campaign has gone on to include celebrities like Lebron James and Macaulay Culkin.

Arts & Letters Creative Co.

Google Assistant Product Team

My Role
Researching Google Assistant's functionality, developing a library of use cases, writing and testing scripts with Assistant's voice UI, and generally trying to make Google Assistant say something funny.


Raise awareness around Google Assistant including educating potential users on its functionality and showing how it lives inside the larger Google Ecosystem.

Highlight all of the times a user could have used Google Assistant to solve a problem. This approach shows all of the things that you can Make Google Do.

Understanding Assistant with Contextual Use Cases
Assistant can live in many different products and it boasts well over one million possible actions. Getting users to understand that is is the same Assistant across all of their products and showing how these endless actions can actually solve problems in their daily lives was the key to the campaign.

‍‍After researching the most commonly used actions, we then bucketed them into areas of the home (kitchen, bedroom, living room) and into activities (commuting, working, grocery shopping.) These buckets allowed us to start to write hyper contextual scripts to educate potential users on how Assistant could help them with specific and common problems.

Launching during the 2018 Oscars, with special appearances from John Legend, Chrissy Teigen, Kevin Durant, and Sia, this campaign garnered global attention and earned millions of media impressions across platforms.

With a comedic tone, specific and contextual examples, and an overall relatability, this campaign showed users that, when they run into one of life's many little struggles, they can always Make Google do it.