NBA super star Giannis Antetokounmpo features in Google’s 2023 Super Bowl commercial which promotes the brand’s Pixel smartphone and focuses on how the handset fixes event the funniest of photo mishaps.
The tech behemoth’s 90-second ‘Fixed On Pixel’ spot, which will debut on TV during the Big Game’s second quarter and dropped online on 8 February, combines humour, sentimentality and functionality to demonstrate how Pixel phones can, literally, change history.
The commercial, produced by Google’s in-house creative team, starts with an orchestral refrain from ‘Unchained Melody’ and then a series of nostalgic photographs flash across the screen – but each shot is slightly off.
For example, the spot features several star names led by the Milwaukee Bucks power forward Star Giannis Antetokounmpo using the camera editing feature to erase himself from a photo where he is getting dunked on, plus actress and well-known wedding photobomber Amy Schumer, plus musician Doja Cat tidying up red carpet snaps.
Alongside the famous brand ambassadors, the ad also features everyday consumers with memories in photos they want to change: one picture has a family dog in the background doing its business, while another features a frisbee player photobombing a family on the beach.
The commercial copy line states: “For years, our phones have captured our memories. Now, it’s time to fix them.”
Comment
Talk about alternative reality, or even fiction….how will we ever know what actually happened and what the truth was?
This spot, which smartly mixes sentimentality, comedy and technology, is the second consecutive year that Google has used the Super Bowl as a key part of its marketing mix to promote its Pixel phone (particularly its camera features). It follows on from its 2022 Big Game spot starring Lizzo which focused on lighting and darker complexions and which won a Cannes Lions Mobile Lions award.
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