Creative agency 72andSunny has enlisted former West Coast Eagles player Nic Naitanui for its latest campaign to launch Google’s Pixel 9 smartphone series in Australia. The campaign will air during the 2024 AFL Men’s Finals and AFLW season.
The TVC, directed by Spencer Susser, focuses on Google Pixel’s ‘Circle To Search’ feature, showcasing how the Pixel’s AI technology can inspire creativity in everyday moments.
The ad is set to Baker Boy’s new single KING, marking the second collaboration between 72andSunny, Google, and Baker Boy.
The first, Google’s Helping You Help Others campaign, won the inaugural ARIA Award for ‘Best Use of an Australian Recording in an Advertisement’ last year.
“As a proud partner of the AFL for the last seven 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,” said Emma Dodd, head of devices and services marketing at Google AUNZ.
Ross Berthinussen, president of 72andSunny ANZ, added: “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.”
Nic Naitanui
The film will run across TV and BVOD, supported by a broader integrated marketing campaign for the Google Pixel 9, 9 Pro, 9 Pro XL, and 9 Pro Fold across various media channels.
This campaign follows 72andSunny’s earlier work this year with Tennis Australia, marking Google’s entry into the Australian Open as the Official Smartphone and Official Camera of the Grand Slam.
The campaign, which launched the Pixel 8, was a joint effort between Google, 72andSunny, PHD, and MFG.
Credits:
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
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Top Image: Nic Naitanui