Google Australia celebrates community spirit in latest campaign via Colenso BBDO New Zealand
Google Australia has launched a campaign via Colenso BBDO, to celebrate the resurgence of community spirit in the wake of the COVID-19 pandemic.
Despite a year of lockdowns and restricted travel, Australians have become even closer to their local communities, businesses and neighbours. While the pandemic has been isolating, it’s also had the effect of bringing people closer together and has fostered a collective mentality.
Google products – from local business listings to Maps – have helped to play a role in this. To tell that story, Google tapped rising star director Sanjay De Silva from production company, DIVISION.
The simple story of a young woman out shopping is captured with the distinctive style De Silva has become known for, with immersive camera techniques and visual playfulness. Paired with music by Chris Valentine, the resulting film is a swagger-filled story told through community interactions. The delightful twist- that she is shopping to support an elderly neighbour- is a celebration of the resurgence of community spirit, and how the Google tools you use every day can help you help others.
Says De Silva: “We were just having some fun on this one. It’s a simple story so I felt it really needed to have some attitude while still being vibrant and playful. And, it’s always important for me to present a beautifully diverse Australian community, because that’s the Australia I know.”
Says Cam Luby, marketing director, apps and platforms, Google Australia: “We’re proud to partner with Sanjay and Colenso to shine a light on the importance of community spirit and the role Google plays within it.”
The 60 second film went to air on Sunday, 30th May, however the campaign will ‘go dark’ in Victoria out of respect for Victorians who are enduring the latest lockdown.
Client: Google Australia
Agency: Colenso BBDO
Media Agency: PHD/Essence
Production Company: DIVISION
Director: Sanjay De Silva
Executive Producer: Genevieve Triquet
Producer: Naomi Mendoza
DOP: Sherwin Akbarzadeh
Editor: Leila Gaabi @ The Editors
Online & post production: Fin Design
Colourist: Billy Whychgel
Sound Design: Franklin Road
Sound Engineer: Brendon Morrow
Music: Chris Valentine – High Life
Music Supervision: Level Two Music
36 Comments
FlyBuys but make it clunky
Trying to hard… lame visuals
Who is laying jars flat when they are bringing them to the register like this? The design of the jar is specifically made so it can stand upright. Only acceptable to lay flat on a moving conveyor belt, but this also depends on the jar’s height and the likelihood of the jar tipping over.
Feels like New Zealand
No Australian vibes at all
So uncool for Google.
I was thinking it feels overly American.
– Mandatory hyper-diverse talent with coloured hair: tick
– Sassy hip hop track: tick
– Saturation dialed up to 11: tick
– Exaggerated zooms, wipes and whooshing transitions: tick
– Bombastic attitude: tick
Want to promote community spirit? Pay your taxes.
Google should pay taxes before they talk about community.
feels like homogenised american google feel good slop- but we, the little people, know better.
less brooklyn-lite ads more tax paying, as melb joe said.
No idea here, just a pretty boring product demo trying to hide behind music and editing tricks.
Idea and execution aside, it would be interesting to know why Google briefed this out to an agency rather than doing it via in-house creative. They have some good high profile people there???
Clickety clackety plagiarised half assed camera tricks and multi-coloured art direction for everything. Cast with a dance in their step and a twinkle in their eye. Covering up for a flimsy idea and unrealistic performance moments. Trying way too hard to be cool.
You lost me at the 2002 speed ramp edit in the first shot.
And yes, pay your damn taxes instead of wokewashing us Google.
quite liked it
but it annoys me that they’ve doctored the pixel 5 phone to get rid of the camera punch hole – surely thats false advertising! or os that just me?
Looks like the intro to Ali G
also a NZ creative agency?
ok google.
When I watch spots like this I worry we are entering another phase of meaningless visual trash in tv advertising from decades ago that has no truth or soul to it, just visual cheap tricks and juggling acts so we hopefully glance over at a retail product and graphic lockup.
It’s a clear and obvious backward step for the industry if this and many other happy-dancey-snap-crackle-pop TVCs completely devoid of any idea are the new normal.
Call me cynical but this is terrible.
Perfectly put.
It’s already a 5 year old joke at how played this trash is. Every ad looks like the same ideal-less bag of cheap tricks rearranged and slapped out as a degrading copy of a copy of a copy of a copy…
They’ve really gone off the boil haven’t they. Shame.
Colenso? Really? If a top Australian agency did this they’d be crucified.
don’t worry, i’m sure they’ll have some choice scam up in time for cannes to redeem their reputation.
So clunky
Who is the guy in the chemist, it is driving me nuts.
What’s the actresses name?
Brieanna Heath
I love this ad. I love the vibe, the message, the young lady’s upbeat attitude, the warmth she gives her neighbour and the music. It makes me feel good.
Thank you Google.
I agree! It’s a feel good ad and there should be more like it.
What kind of idiot walks around their own town and needs a friggin’ map?
I love it. The girl is gorgeous and the idea just lovely in these times. We should start a news channel for haters so the rest of us can smile 😃
I find this campaign grating, adopting a handful of social conscience tropes. And feels very Melbourne. Larger ethnic woman with sassy hair and a heart of gold? Tick. Inner northern Melbourne sharing a joke with blue collar labourer? Tick. Ethnic diversity plus plus? Tick. Even the music and visuals are grating. The thirst on this one.
What is the girls name please ,so vibrant ,the add makes me feel good 💜💙💙😀
It’s a good ad. You illiterate, grumpy, snobbish commenters, get a life.
I love that radiant smile when she greets the elderly neighbour. In such a negative world I found it bought joy to my day. The young lady just glows with happiness. Well done. Ignore the haters and be proud of the add
Huge arse.
I love this ad!
I love the girl in it!
Please tell me what her name is.
She is so vibrant, caring and positive and this ad always makes me smile in my heart, especially when the lovely girl gives her neighbour the groceries she bought for her 🙂
Brienna Heath