Google Pixel has partnered with independent creative agency Emotive to launch a national campaign that sees Formula 1 driver Oscar Piastri make the switch to the Google Pixel 10.
The work, aimed at millennials, taps into an insight that many consumers have become comfortable with their phones and aren’t open to better options.
“This campaign challenges complacency,” said Emotive chief creative officer Gavin McLeod.
“Oscar knows better than most that progress comes from being willing to switch. He has done it in his career, so he is the right person to encourage Australians to step out of autopilot with their phones and expect more.
“And, of course, Oscar never overplays it. He lets the Pixel advantage speak for itself.”
Reframing the comfort trap
The campaign was directed by Isaac Lock, whose work includes celebrities such as Dua Lipa and Victoria Beckham.
The hero film plays on the contrast between Oscar’s composed exterior and the excitement he feels on the inside, both about winning races and switching to Google Pixel.
The broader campaign rolls out across Australian Open broadcast, on-ground activations, influencers, PR and social storytelling, fully leveraging the scale of the idea.
“The work joins a body of global Google Pixel campaigns that highlight icons such as basketball legend Stephen Curry and football star Sol Campbell switching to Pixel in the pursuit of something better,” said Google director of devices marketing Julia Davis.
“We were thrilled to collaborate with Oscar for this next chapter, utilising his signature deadpan humour to provoke in a way that’s fun, distinctive and memorable.”
Credits
Google Australia
Chief Marketing Officer: Suzana Ristevski
Director of Devices Marketing: Julia Davis
Senior Marketing Manager: Nicole Lendarduzzi
Marketing Manager: Nicholas Hirst
Marketing Manager: Maggie Pan
Emotive
CEO & Founder: Simon Joyce
Executive Strategy Partner: Sebastian Revell
Chief Creative Officer: Gavin McLeod
Creative Direction: Justin Drape via Creativity & Commerce
Head of Earned Creative: Jessica Cluff
Senior Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Head of Design: Daniel Mortensen
Senior Designer/Animator: Chris Cooper
Business Director: Monika Vidovic
Senior Account Manager: Tyler Ronaldson
Head of Production: Hayley-Ritz Pelling
Senior Producer: Cate Hartmann
Senior Video Editor: Sam Gadsden
Head of PR: Hannah Devereux
Somesuch
Director: Isaac Lock
Executive Producer: Tara Riddell
DOP: Oliver Ford
The Lift
Post Production: ARC EDIT
Audio Production: Electric Sheep Music
Media agency: MFG