72andSunny, Baker Boy and Google reunite for latest Google Pixel 9 campaign
Google Australia has enlisted the expertise of creative agency 72andSunny to facilitate the launch of its Pixel 9 series via a new campaign.
Developed to spotlight Pixel’s artificial intelligence (AI) technology and how it can help users “take inspiration from the world around them,” the campaign centres on a hero film from Spencer Susser – an award-winning director – that shows former West Coast Eagles player Nic Naitanui swiping through songs on his Google phone before coming across Baker Boy’s latest single, KING.
Inspired by the Australian hip-hop artist’s yellow sneakers in the cover art, Naitanui takes advantage of the ‘Circle To Search’ tool in his Google Pixel to find a pair for himself.
The TVC is expected to play across this year’s AFLW (AFL Women’s) season and AFL (Australian Football League) Men’s Finals. Additionally, the film will be available via BVOD and TV, and will be upheld with “a wider integrated marketing campaign for the new Google Pixel 9, 9 Pro, 9 Pro XL and 9 Pro Fold” utilising various media avenues.
“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,” revealed 72andSunny ANZ’s president, Ross Berthinussen.
“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.”
When reflecting on the campaign, Google AUNZ’s head of devices and services marketing, Emma Dodd, attributed its magic to the relationship between Google, the AFL and Australians.
“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,” Dodd said.
“We were delighted to again partner with 72andSunny to create distinctly local work that we know will powerfully resonate with Australians.”
Google and 72andSunny’s latest collaboration is not the first time both institutions have worked with Baker Boy.
Late last year, they became adland’s first ARIA Award winners for ‘Best use of an Australian recording in an Advertisement’ for Google’s ‘Helping You Help Others’ platform.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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