Google’s Super Bowl 60 ad promoting the capabilities of its flagship AI models is the tech titan’s biggest marketing push for Gemini to date.
Created by the in-house Google Creative Lab, the 60-second spot tells the touching story of a mother preparing her young son, Ben, for a big move to a new house. She uses Gemini to pull up photos of the empty new house, and then pulls in some photos from Google Photos of Ben’s current room, prompting the chatbot to generate a new image that drops Ben’s bed and toys into the new space. Then, together, they explore pictures of their new backyard, imagining all of the possibilities. Nope, mom still isn’t cool with a trampoline, but they can still do some gardening.
The spot is emotionally reminiscent of many of Google’s past Big Game appearances; the brand frequently takes the moment to tell relationship and human-centric stories, using emotional valences to showcase the company’s products and features. Last year’s spot featured a devoted dad squeezing in mock job interviews with Gemini Live on his Pixel phone. The year before, Google told the story of a visually impaired man who finds love, starts a family and documents those moments with the help of Pixel’s accessibility-driven camera tools. In 2020, the brand’s spot included a widower who uses Google Assistant to hold onto memories of his late wife.
For the ad industry’s creative leaders, the Super Bowl 60 spot largely struck the right chord.
Jason Harris, CEO,Mekanism
Google has quietly perfected a different SB formula: make people feel something. While viewers might forget which celebrity hawked which service, they might remember the grandfather using Google to help his granddaughter remember her late grandmother, or the father documenting his daughter’s childhood. Showing a real human use case for Gemini does the same, choking you up. Google has carved out a distinctive voice in the noisiest advertising event. In a game where everyone’s trying to be the loudest, sometimes the whisper stands out.
David Angelo, chairman and founder, David & Goliath
Love this. Not just because, as a parent, I deeply relate to the story—but because the use of AI feels real, approachable, and purposeful. This isn’t technology for show. It’s technology in service of life. It makes you think about how AI can quietly make everyday moments better—with or without the trampoline. The blend of real footage—a classic Google strength—and intelligent functionality humanizes the tech in a way most brands still struggle to do. It doesn’t make you fear AI. It makes you want to use it. And it leaves you liking Gemini—and Google—even more.
Al Merry, founder and chief creative officer, Flower Shop
