Google CODA Commercial

Google’s CODA TV spot tells the story of a man named Tony. Tony is what’s known as a “CODA”, a child of deaf adults. Tony’s parents were both born deaf, so he grew up speaking sign language and translating for his parents. During the pandemic, Tony hasn’t been able to see his parents in person, but he can still communicate with them through the use of technology, including letting his parents spend time with their new grand-baby. You should note that all the technology in the commercial is a Google related product so no this is not an ode to a certain Apple TV show which I’ll talk about next.

Now, as most of you probably already know there is an Apple TV show titled CODA that recently won Oscar awards for Best Motion Picture of the Year, Best Performance by an Actor in a Supporting Role and Best Adapted screenplay just to name a few. I  personally thought google wanted to steal some of Apple’s thunder with this commercial. And who would blame Google for doing some heavy handed marketing of their own products, right? The ad supposedly brought the Internet to tears during its airing on various networks the week prior to the Oscars event. The Oscars were derailed this year because of what transpired with the “slap heard around the world” but that’s not a topic for this blog.

Behind Google’s CODA ad the Google Brand Studio team, who consulted with the company’s own inclusive marketing team, deaf advocates and influencers as well as academics to make sure the messaging and representation were accurate. What I wasn’t aware of until I was doing the research for this post is that the subject of the ad’s story Tony is not only a CODA but a lead designer at Google Brand Studio who is also a child of deaf adults.

To close things out, I have to say this was a wonderful ad to see to further the movement of inclusion for people with disabilities.