Google’s Pixel 6 calls itself the most inclusive camera in latest ad

Google has released its latest campaign via 72 and Sunny to promote the latest Pixel smartphones, the Pixel 6 and Pixel 6 Pro.

The campaign has global work by Weiden+Kennedy, New York as well as a locally-made Australian work of two feature films. One of the local spots promotes the Pixel’s ability to photograph darker skin tones.

One of the 30-second spot features six-time ARIA nominated artist Genesis Owusu. The spot seeks to highlight how Google has created its camera specifically with the skin tones of people of colour in mind, as there has been a racial basis in how cameras capture darker skin tones, including the lightening of darker skin tones.

Owusu narrates the spot as he is seen performing, first in his house and then out at a concert.

Google AUNZ head of devices and services marketing, Julia Davis, said: “Bringing Pixel 6 to Australia is a big moment for us. As the first-ever all-Google phone, it’s unique in its ability to understand and personalise to you. The core of the campaign celebrates this with the two local films produced with 72 and Sunny recognising the individuality of all Australians. In particular, our Real Tone film represents an important first step toward creating a camera that accurately represents the beauty of all skin tones.”

72 and Sunny executive creative director Luke Martin commented: “We’re extremely proud of this campaign and honoured to be involved in a launch of this importance. In particular, getting the message out into the world, ‘We all deserve to be seen in our true colours’. Huge thanks to Google and our media and production partners, including Genesis Owusu for collaborating with us on this.”

The other 30-second spot, titled ‘The phone that adapts to you’, shows various people using a Google Pixel phone, positioning it as a unique phone for unique people. Notable locations in the film include Gordon’s Bay and The Spot in Randwick, both in Sydney.

The campaign launched on 20 October with the release of the Pixel 6. As well as 60-second, 30-second, and 15-second cuts, the campaign is on digital, social, radio and outdoor.

72 and Sunny also worked on the recent Google Nest campaign.


Client: Google Australia

Creative: 72 and Sunny Australia

Media: PHD and Essence

Director: Novemba

Production Company: Good Oil

Audio Production: Otis


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