Google Pixel Relates to Real Life for Launch Campaign in Germany

In its latest campaign for the German market, Google introduces its latest phone line-up with three new Google Pixel models, showing consumers how each can fit into the unexpectedness of our everyday life. The portfolio-focussed creative approach (‘Das neue Google Phone’) displays the Google Pixel as an unfussy, helpful, moves-with-life kind of phone that is with you when you need it the most. Based on the global platform created by Arts & Letters, the campaign was adapted to the German market by 72andSunny Amsterdam for local impact and relevance.

The new Google Phones (Pixel 4a, Pixel 4a 5G and Pixel 5) all come with the same core-features in all three models, giving users the best of Google hardware, software, and AI: from a longer-lasting battery, to a deeper integration of Google Lens and Assistant up to uncompromising security for both hard- and software. And they all come with the renowned Pixel camera that offers the same stunning quality and innovative features to all its users – no matter which Pixel device you chose this year. 

The new campaign demonstrates how Pixel connects with users on an emotional level, by being an honest helper whenever life hits. Through a collection of 30 and 15 seconds films, Google portrays the relatable moments of daily life and embraces how we really use our phone: capturing memories, connecting with loved ones or just trying to stay on top of the unexpectedness of everyday life. 

Using a playful animation approach with live-action vignettes, Google focuses on the small, daily moments in which people need/use their phones. It’s about the little insights that we all can relate to when life gets in the way and the Google phones are there to help. 

“Rising to the challenges of remote shooting, we created Google’s first campaign for Pixel in Germany by embracing all the wonderfully human features—and the diverse ways we use them”, says Kyla Elliott, creative director, 72andSunny Amsterdam. “Going against the slick tropes of the category, we embraced the messiness and warmth of family life, pet parenting and young love, with an owl thrown in for good measure. Each spot highlights the incredible technology in a relatable way. This is a phone for real life and the team had a lot of fun finding ways to communicate that to a whole new audience.”