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Spark: Generation Voice

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Spark and Colenso BBDO have launched a new campaign, continuing its Little Can Be Huge platform. This time it's to celebrate the power and opportunity the next generation will have, thanks to voice technology. The campaign shows the adorable revolution that ensues once a nation of curious kids begin fact-checking information that, to previous generations, would have been challenging to answer. In the 60 second launch film, we see kids quizzing voice assistants for answers to some of the biggest questions - like will vegetables really make me taller? And can a stork really carry a baby?

Says Sarah Williams, brand COE lead, Spark: "Today's kids are going to grow up with voice assistants as a normal part of their lives, just like 90s kids did with mobile phones, and 80s kids with the internet. Voice is another leap forward in the opportunities this generation is going to have, and that's incredibly exciting to us."

Says Mike Davison, creative director, Colenso BBDO: "We love seeing empowered, curious kids. There's this magic age range between about 4 and 7 years old, when kids are still learning to read, but are weirdly more tech-savvy than many grown-ups. This is where the power of voice comes alive."

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