London, 3rd September 2026 Social charity, Van Leer Foundation, has launched ‘The Parent Launch: OG Assistant’, a new campaign by creative agency SuperHeroes, to raise awareness of the intelligence and resourcefulness involved in parenting.
SuperHeroes used insight that AI assistants are commonly described as ‘intelligent’ as they learn speech and increase memory. They used this insight to develop a campaign that features two hero films showing children interacting with ‘The OG Assistant’, inviting audiences to see familiar acts of caregiving differently and recognise the intelligence behind them.
Launching across Instagram, LinkedIn, Facebook and YouTube on 2nd September , the campaign shows parents interacting with their children with a traditional AI assistant in the background. The copy uses common tech-launch language, drawing parallels between the capabilities celebrated in technology and those parents have relied on for centuries.
Hala Hanna, Executive Director of MIT Solve, and comedian, podcaster and author of Humor Me, Chris Duffy, provide voiceovers for the films.
The campaign is designed to raise the profile of Van Leer Foundation’s core belief that when parents and caregivers thrive, children flourish and communities grow stronger.
By putting a new lens on the often-unnoticed intelligence involved in parenting, this campaign aims to encourage greater recognition of parents’ capabilities and the importance of the systems, services and policies that support them.
Django Weisz Blanchetta, CEO at SuperHeroes, said: “AI assistants are praised for learning, predicting and generating. Parents do all of that every day, powered by something technology cannot replicate; love, empathy and lived experience. We wanted to borrow the language of a tech launch to give parenting the recognition it deserves. It’s been a brilliant project to develop with Van Leer Foundation, and we’re excited to see the idea out in the world.”
Michael Feigelson. Chief Executive Officer, Van Leer Foundation added: “Parents are among the most resourceful people on the planet. Every day they solve problems, adapt and find creative ways to give their children what they need, often with very little support. This campaign is an invitation to recognise that intelligence, and to imagine more boldly how we can help parents flourish.”
