Anomaly London's Google Pixel 6 Launch Spot Is All About You

Two weeks after the new Google Pixel 6 phone was unveiled to the world, today a campaign from Anomaly will go live in the UK and key European markets to mark the entry  of the brand’s new premium handset. Anomaly’s campaign hones in on the individual – setting up the phone as a device that recognises and respects individual nuances. Thanks to Google smarts and the Google Tensor chip, we can now have a more personal experience of tech, and all that it enables.

A 60 second anthem film, directed by LeonelRuben at RadicalMedia, celebrates a handful of unique individuals and groups who reflect modern British culture, each with their own idiosyncrasies. The film’s vibrant, surprising camera angles and energetic handheld movements enliven the viewer and emphasise the human quality of the Pixel 6.

Inspired casting also underlines the real-life experience. Viewers can see an actual family photographed on grandma’s phone at a family celebration, subtly pointing to the benefits of Real Tone - a new camera advancement exclusive to Pixel designed to more accurately photograph the nuances of darker skin tones. And the real couple who play the new young loves sharing sweet nothings in different languages, thanks to Live Translate.  Memorable and instantly recognisable locations chosen to contextualise the world of each character, such as Dreamland in Margate, also bring home the real-life sensation for the viewer. 

The new custom Google Tensor chip  has been created especially for on-device machine learning, with artificial intelligence sitting at the heart of the Google phone, to  celebrate  individuality, with features of the new Pixel owing much to the new chip: a Magic Eraser feature that can automatically remove pesky photobombers, a Face Unblur feature that brings faces into focus, and a Live Translate feature for real-time language translation without an internet connection

Adam Koppel, group creative director at Anomaly commented, “We are all used to getting inspiration from the things we see or do with our phones, but this is the other way around. This phone was inspired by us and that gives you a unique opportunity to do work that feels authentic and truly human."

The 60-second spot, which will debut on Linear TV and VOD on November 1, 2021, was directed by duo LeonelRuben, produced by RadicalMedia and is set to the music track 'Pursuit of Happiness' by Kid Cudi. The TV spot will also be accompanied by a 30-second TV spot, alongside five 20-second YouTube films focusing on the new features of the Pixel 6 and Pixel 6 Pro. Alongside TV, the campaign also includes national OOH and digital/social placements running through November and December.