Google released its latest campaign via 72 and Sunny to promote the latest Pixel, Pixel 6 and Pixel 6 Pro smartphones.
The campaign includes global work by Weiden + Kennedy, New York, as well as Australian work of two locally produced feature films. One of the local spots promotes the Pixel’s ability to photograph darker skin tones.
One of the 30-second spots features six-time ARIA nominee Genesis Owusu. The spot seeks to highlight how Google created its camera specifically with the skin tones of people of color in mind, as there is a racial basis in how cameras capture darker skin tones, including lightening. darker skin tones.
Owusu recounts the place as he is seen playing, first in his house, then at a concert.
Julia Davis, Head of Devices and Services Marketing at Google AUNZ, said: “The arrival of the Pixel 6 in Australia is a big moment for us. As the very first all-Google phone, it’s unique in its ability to understand and personalize you. The heart of the campaign celebrates this with the two local films produced with 72 and Sunny recognizing the individuality of all Australians. In particular, our Real Tone film is an important first step towards creating a camera that accurately represents the beauty of all skin tones.
72 and Sunny’s Executive Creative Director Luke Martin commented, “We are extremely proud of this campaign and honored to be part of a launch of this importance. In particular, get the message out to the world: “We all deserve to be seen in our true colors”. Many thanks to Google and our media and production partners, including Genesis Owusu, for working with us on this. “
The other 30-second spot, titled “The Phone That Fits You,” shows various people using a Google Pixel phone, positioning it as a unique phone for unique people. Notable locations from the film include Gordon’s Bay and The Spot in Randwick, both in Sydney.
The campaign kicked off on October 20 with the release of Pixel 6. In addition to the 60-second, 30-second and 15-second cuts, the campaign is being broadcast on digital, social media, radio and outdoors.
72 and Sunny also worked on the recent Google Nest campaign.
Client: Google Australia
Creative: 72 and Sunny Australia
Media: PHD and Essence
Production company: Good oil
Audio production: Otis