Curious – Nexus 7 by Mullen 2012 | Clapboard Ad Archive

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Curious - Google, Nexus | Clapboard Ad Archive

Google’s Nexus 7: Curious campaign, launched in the United States in 2012 by Mullen, is a standout narrative that elevates the brand’s promise of accessible, transformative technology, using the story of a young girl exploring the boundaries of her imagination with her mother as the central creative device. Set squarely in the electronics and technology market, the campaign demonstrates how the Nexus 7 tablet becomes not just a utility but the core engine of discovery and learning, positioning the device as an indispensable companion for inquisitive young minds and their families. The film’s creative arc follows the interplay between printed stories and digital possibilities, weaving the Nexus 7 seamlessly into everyday life and more extraordinary flights of fancy, and in doing so, makes a compelling statement about the evolving relationship between parents, children, and the technology that surrounds them. Mullen’s work here operates within what Clapboard’s taxonomy defines as FORMAT#5—Exemplary Story, constructing a narrative in which the product’s role is vital to the emotional and literal progression of the plot, never secondary or merely decorative. By framing the Nexus 7 as an enabler of parent–child connection and intellectual growth, the campaign draws on universal parental aspirations for creativity and education, setting the brand apart from other contenders in the sector that tend to foreground specs, features, or technological superiority at the expense of relatable human benefits. Rather than leaning on direct demonstration, comparative claims, or hypothetical exaggerations, Curious situates its message in the tender, adventurous dynamic of a family, building an emotive bridge between brand intent and audience identity. Reflecting Google’s larger ambition to democratize information and inspire curiosity, the campaign leverages real-world insights about digital parenting while aligning with contemporary expectations for smart, experiential tech storytelling. With over five million views, Curious signaled the market’s appetite for authentic, family-driven portrayals of technology’s personal impact. Clapboard rates this 73/100. In a field often dominated by hyperbolic promises or product-heavy execution, Curious matters as evidence that the deepest resonance for electronics marketing is achieved when audience aspiration is placed on equal footing with innovation.

Credits

Client

Google, Nexus

Agency

Mullen

Creative Director

Mark Wenneker, Paul Foulkes

Creative Director Art Director

Jeff DaSilva

Creative Director Copywriter

Jon Ruby

Copywriter

Jamie Rome

Art Director

Ryan Montgomery

Producer

Zeke Bowman, Vera Skuratovsky, Eric Stern, Paul Ure, Laura Lamb Patterson, Kirsten Andersen

Content Creator

Emile Doucette

Strategic Planner

Tara Inskip, Kay Pancheri, Laila Hannallah, Hannah Hewitt

Production House

Anonymous

Director

Frederic Planchon

Cinematographer

Category Mind Map

48%

The "Curious" campaign for Google and Nexus, launched in 2012, presents the Nexus 7 tablet as an enabler of imagination and discovery, positioning the device not merely as a functional gadget but as a catalyst for creativity and learning. By showcasing a young girl’s journey fueled by curiosity and enhanced through the Nexus 7, the campaign conveys the brand promise of unlocking new worlds and possibilities through technology, emphasizing the tablet's role in expanding intellectual horizons and fostering exploration. Strategically, the campaign leverages a narrative format centered on emotional resonance and human connection. It targets parents and families by aligning the product with childhood curiosity and the intimate experience of reading and imagination, thus appealing to an audience that values educational and inspirational technology for their children. The creative approach juxtaposes real-life interactions with imaginative sequences, illustrating the seamless integration of digital innovation into everyday moments. This insight into parental aspirations and children’s innate curiosity effectively positions the Nexus 7 as both accessible and enriching, differentiating it within the competitive electronics market as a device that supports both play and learning. The use of storytelling aligns with the broader technology market trend of humanizing tech products, promoting not only the features but the experiential and emotional benefits associated with owning the device.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. The ‘Curious’ campaign for Google Nexus 7 fits the Exemplary Story format because its narrative centers on a little girl and her mother, emphasizing their imaginative journey catalyzed by the Nexus 7 device. The plot unfolds through their reading and imaginative exploration, with the product providing the key means for discovery and adventure. The product isn’t merely featured—it is essential to the unfolding story, propelling the characters and their experience. No direct comparison, testimonial, or symbolic exaggeration dominates; the story and device are interwoven. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Apple – Market Positioning Apple positions itself as a premium technology brand known for its seamless ecosystem, superior design, and user-friendly interface. It emphasizes innovation, product quality, and strong brand loyalty, focusing on integrating hardware, software, and services to deliver a cohesive experience primarily through devices like the iPhone and iPad. 2. Samsung – Market Positioning Samsung leads with a broad portfolio of electronics, emphasizing cutting-edge technology, innovation, and variety in its product range. It targets diverse consumer segments with competitive pricing and robust features, positioning itself as a versatile and reliable global brand in smartphones, tablets, and electronics. 3. Microsoft – Market Positioning Microsoft differentiates by focusing on software integration, productivity tools, and enterprise solutions within the technology ecosystem. With devices like the Surface, it emphasizes versatility, performance, and seamless compatibility with its Windows platform, targeting both personal and professional users. 4. Amazon – Market Positioning Amazon positions itself as a disruptive force in consumer electronics through affordability and integration with its digital ecosystem. It leverages Alexa-enabled devices, emphasizing smart-home connectivity, convenience, and access to Amazon’s vast content and commerce platforms. 5. HTC – Market Positioning HTC focuses on innovation in smartphone design and user experience, often pioneering new hardware features and emphasizing build quality. It seeks to appeal to tech-savvy consumers interested in high-performance devices with cutting-edge technology and sleek aesthetics.

Q: What is Curious about? A: Curious is a 2012 campaign created by Mullen for Google and Nexus, launched in the United States to promote the Nexus 7 tablet. The campaign centers on a narrative featuring a young girl and her mother, using the Nexus 7 as a gateway to imagination and discovery. Through the story of reading and imaginative exploration, the film positions the device as an essential tool for learning and creativity within families. The campaign was led by Executive Director of Integrated Production Liza Near and is situated in the electronics and technology market, highlighting the role of technology in enriching everyday moments. Q: What creative device does Curious use? A: Curious employs the Exemplary Story format, as defined by Clapboard’s 12-format taxonomy. In this approach, the product is woven directly into the narrative, playing a vital role in the plot’s progression and resolution. The campaign’s story unfolds through the imaginative journey of a little girl and her mother, with the Nexus 7 serving as the catalyst for their exploration and discovery. This format avoids direct comparison or testimonial, instead integrating the device seamlessly into the characters’ experience, making it essential to the unfolding story. Q: What is the campaign proposition for Curious? A: The strategic proposition of Curious is to position the Nexus 7 as more than a functional device, presenting it as a catalyst for creativity, imagination, and learning. By targeting parents and families, the campaign aligns the product with childhood curiosity and the shared experience of reading, aiming to resonate with audiences who value educational and inspirational technology for their children. This narrative-driven approach underscores the Nexus 7’s role in expanding intellectual horizons and fostering exploration, differentiating it within the competitive electronics market as both accessible and enriching. Q: How does Curious rank in Clapboard's archive? A: Curious holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Google, Nexus's category? A: In the electronics and technology sector, Google and Nexus compete with several major brands. Apple is positioned as a premium brand focused on design, innovation, and a seamless ecosystem. Samsung offers a broad portfolio with an emphasis on cutting-edge technology and versatility across consumer segments. Microsoft centers its strategy on software integration and productivity, particularly with devices like Surface. Amazon disrupts with affordability and smart-home integration through its Alexa-enabled devices, while HTC appeals to tech-savvy consumers with innovative hardware and a focus on user experience.