Govee Taps Sarah Michelle Gellar for Nationwide Halloween Lighting Campaign
Govee has launched a nationwide Halloween campaign called "Turn Up the Spooky. Slay Halloween.", starring actress Sarah Michelle Gellar. The campaign promotes the company's outdoor lighting range and its AI-powered Lighting Bot 2.0.
- Govee launched the nationwide Halloween campaign "Turn Up the Spooky. Slay Halloween." starring Sarah Michelle Gellar.
- Govee says it is the No. 1 brand for household permanent outdoor lights in the U.S., citing Euromonitor data for 2025.
- The campaign promotes Permanent Outdoor Lights, string lights, bulbs, wall lights and pathway lights.
- Govee AI Lighting Bot 2.0 accepts text, voice and image inputs and supports multi-turn conversations.
- DreamView syncs multiple Govee lights and effects across the home and with music.
Horror icon fronts a new TV spot
Govee, which describes itself as the No. 1 brand for household permanent outdoor lights in the U.S., announced the campaign from Los Angeles on Oct. 3, 2026. The ranking is based on Euromonitor International data covering sales value across retail channels in 2025, with the research completed in June 2026, according to the company.
Gellar is known for several recognizable horror and supernatural roles, and Govee says she brings a "fitting dose of Halloween nostalgia" to the campaign. In the new TV commercial, Govee Outdoor Lights help turn an ordinary home into a more cinematic Halloween setting, using color, atmosphere and what the company calls a little after-dark drama.
Layered lighting from roofline to yard
Govee argues that a memorable Halloween display depends less on a single decoration and more on an atmosphere that carries across the whole property. The company points to several product types for building that effect:
- Permanent Outdoor Lights to define the architecture of the home and set the mood.
- Outdoor String Lights and Light Bulbs to add color to porches, trees and gathering spaces.
- Outdoor Wall Lights and Pathway Lights to extend the scene to entrances, walkways and landscaping.
Gellar also offers a styling tip. "Instead of covering every inch of the exterior in light, choose one architectural or landscape feature to be the focus, such as the roofline, a tree or the front facade," she says in the release. "Leaving some areas darker will make the lit areas feel more dramatic."
Govee adds that its outdoor lighting portfolio is meant to be used beyond Halloween, shifting to holiday celebrations, entertaining and everyday outdoor ambiance.
DreamView and the AI Lighting Bot 2.0
On the technology side, Govee highlights DreamView, which lets multiple Govee lights work as one connected lighting environment. According to the company, it synchronizes colors and effects across the home and with music.
Govee AI Lighting Bot 2.0 is aimed at making the creative process easier. Powered by Govee's AI capabilities, it supports text, voice and image inputs, as well as multi-turn conversations in which users describe, refine and personalize the lighting they want. The company gives example prompts such as "moonlit and mysterious," "classic and dramatic," or "playful and family friendly," which can serve as a starting point for a customized Halloween look.
What it means for shoppers
The campaign is part of Govee's push to connect seasonal home decoration with its smart lighting products and AI tools. For consumers, the release positions the Lighting Bot as a way to experiment with colors, effects and seasonal themes without manual setup of each scene. The campaign is rolling out nationwide, and Govee directs customers to Govee.com to explore the outdoor lights range. The release does not include pricing or product availability details.
