Google Australia launches new campaign via 72andSunny to promote latest Google Pixel 9
To help launch Google’s newest suite of flagship devices in Australia – the Pixel 9 series – a new campaign from 72andSunny demonstrates how the magic of Pixel’s AI technology can help audiences take inspiration from the world around them.
Focusing on Google Pixel’s ‘Circle To Search’ feature, the TVC sees ex-West Coast Eagles player Nic Naitanui finding unexpected inspiration in a seemingly everyday moment. Directed by award-winning director Spencer Susser, the TVC will air throughout the 2024 AFL Men’s Finals and AFLW season.
The launch of the campaign coincides with the launch of Baker Boy’s new single ‘KING’, which features in the TVC. This is the second time 72andSunny, Google and Baker Boy have collaborated after winning the inaugural ARIA Award in 2023 for ‘Best use of an Australian recording in an Advertisement’ for the Google ‘Helping You Help Others’ campaign.
The film will run across TV and BVOD, supported by a wider integrated marketing campaign for the new Google Pixel 9, 9 Pro, 9 Pro XL and 9 Pro Fold across a variety of media channels and platforms.
Says Ross Berthinussen, President, 72andSunny ANZ: “Google’s partnership with the AFL offered us an opportunity to bring to life the cutting edge innovation of Pixel AI in a context Australians care about. Athletes are a point of inspiration to Aussies in every aspect of their lives, from what they wear, how they style themselves, to the products they use – Nic Nat was the perfect choice to help launch the stylish new Google Pixel 9 and demonstrate the magic of Pixel AI.”
Says Emma Dodd, Head of Devices & Services Marketing, Google AUNZ: “As a proud partner of the AFL for the last 7 years, we couldn’t think of a better context in which to showcase all of the magic that’s possible when Australians have access to the best of Google’s AI in the palm of their hand. We were delighted to again partner with 72andSunny to create distinctly local work that we know will powerfully resonate with Australians”.
Client: Google Australia
Creative: 72andSunny
Media: Media Futures Group / EssenceMediacom
Director: Spencer Susser
DoP: Stefan Duscio
Executive Producer Collider: Tom Slater
Production Company: Collider
Offline edit: ARC EDIT
Post production: ARC EDIT / White Chocolate
Sound Studio: MassiveMusic
3 Comments
Feels rigid and unnatural. Work like this doesn’t do the argument against AI any favours
A very low-energy spot for a phone brand. Would scroll past.
Imagine what Apple would do with this. Google should do better.