Google and Cossette Tip Off Season 4 of Pixel in the Clutch

10/22/2026

Work

by Cossette

Google and Cossette are launching the latest evolution of Pixel in the Clutch, the award-winning campaign platform recognized with an Effie in Sustained Success and developed in partnership with Bell. Featuring Toronto Raptors star Scottie Barnes and iconic commentator Jack Armstrong, the campaign marks a four-year milestone in the brand partnership, merging Canadian basketball culture with the newly launched Google Pixel 11.

Sports fandom is built on more than the game itself, it lives in the shared culture, rivalries, and unyielding passion of the fans. Rooted in Raptors culture, Pixel in the Clutch brings the spirit of the game into everyday life, showing how, in those high-stakes moments when you need help the most, Pixel comes through in the clutch.

“You can’t win people over with specs alone, especially when they already have strong feelings about the brands they choose. We needed to give Raptors fans a reason to care beyond the tech. By leaning into Scottie and Jack’s chemistry, we aren’t just placing product features on screen, we’re embedding Pixel directly into the rituals, the lore, and the inside jokes that define this fanbase.”

Andrew Chisholm, Executive Creative Director, Cossette

This season, Scottie Barnes and Jack Armstrong bring the spirit of basketball commentary to everyday scenarios showing how Google Pixel 11’s next-generation features help Canadians navigate responsibilities with less time on their phones and more time enjoying the moments that matter.

“From helpful features to new AI capabilities, we wanted to show that technology is at its best when it works behind the scenes to make life effortless. Over four years, this partnership with Bell has allowed us to build a comedic universe that doesn’t just show off features, it genuinely connects with the community and secures Google Pixel’s place in Canadian basketball culture.”

Alex Kwan, Product Marketing Manager, Google

The campaign launches alongside the start of the NBA season, rolling out across linear TV, connected TV (CTV), digital and social, with additional visibility on the Scotiabank Arena jumbotron in English Canada.

Credits

Advertiser : Google and Bell Google Clients : Laura Pearce, Chris Chan, Chris Henry, Alex Kwan Bell Clients: Devorah Lithwick, Joumana Oweida, Miranda Urbanski, Kirsten Ryan, Dacia Pantelis Agency : Cossette Accounts: Carleigh Hogg, Jal Sonpal, Ellie Sokolowski Creative: Andrew Chisholm, Dana Ciani, Stefan D’Aversa, Brian Morrison, Olivia Chow, Joseph Thomas Strategy: Dan Koutoulakis, Chelsea Rho Production agency : MCW Dominique Dufour, Ella Kovacs, Heather Blom, Christina Jol Media Agency : MFG Production Agency : Steam Productions Post-production : Studio Feather Feather, Saints Editorial Sound Studio : TA2 Sound + Music