Google is putting the predictably unpredictable British summer at the heart of a new advertising campaign by 72andSunny Amsterdam, celebrating the ways people are using Search and Maps to make the most of summer.
Based on the insight that when summer arrives, Brits do all they can to make the most of it, the campaign illustrates the inventive ways Brits enjoy the summer no matter what the weather throws at them, in a humorous depiction of British ingenuity.
In a 30-second film, we see shots of a typical British summer – a family embarking on a seaside road trip, deckchairs blowing over in a storm and barbecuing in the rain – along with searches reminding us of Google’s helpfulness in these recognisable moments.
In collaboration with director Jack Whiteley from Rattling Stick and photographer Ewen Spencer, the creative team shot documentary-style footage featuring real families and talent from diverse parts of the UK. The team began in Edinburgh and finished in London, visiting local Lidos, parks and neighbourhoods throughout the UK - Liverpool, Blackpool, Swansea, Tenby Beach and the Brecon Beacons along the way.
The campaign also includes dynamic out-of-home, which is genuinely helpful in the moment, as it delivers a different ad depending on the current weather and traffic information - indicating the best ice cream nearby on a hot day, tips for barbecuing in the rain when it starts to drizzle, or how long it takes to get to the beach. This content will be a combination of user-generated content and footage shot by the creative team while on the road, featuring real people and families.
Graham Bednash, director of consumer marketing at Google UK, said: “There's something unique about the British interest in the weather and the way we react to summer. We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.”
Rey Andrade, deputy executive creative director at 72andSunny Amsterdam, added: “It’s such a lovely insight to work from, this idea of British folks taking what the season gives them in stride and just getting on and making the best of it. Particularly with a cluttered subject like summer which is so often portrayed in an unattainable and unrealistic way, it was good fun getting into the often overlooked nooks and crannies of the UK and seeing it up close and personal. We’re looking forward to seeing this work out in the world and we’re also always excited to portray a more honest, authentic and diverse cast of real people in our work.”
The campaign breaks on July 12 and will run on TV, in cinema, OOH and print.