The 'Pixel In The Clutch' marketing campaign returns to showcase Google's Pixel 9.

11/18/2024

Work

4a Google Pixel x Cossette x Bell x MLSE Header 2560x1440

by Cossette

The initiative features Scottie Barnes and Jack Armstrong, narrating a series of everyday situations from Google’s sports commentary desk. These include a group of people heading downtown to watch a Raptors game, friends setting up camp in the wilderness, and a woman scrolling through profiles on a dating app. In each scenario, powerful and captivating visuals combine creative ingenuity with technological innovation to illustrate how the phone’s features play into the defining moments of a Pixel 9 user’s life.

Building on its continued success, this campaign was all about demonstrating how the Pixel phone can come through in the everyday moments that matter, courtesy of new AI powered features such as Gemini, Add Me and Circle to Search. We loved the comedic chemistry between Scottie Barnes and Jack Armstrong and wanted to build on this concept this year, offering a fresh, entertaining perspective on smartphone technology.

Rohan Sarna, Product Marketing Manager, Devices & Services at Google Canada

We want to challenge people to consider whether they are truly satisfied with their phones, creating new expectations for what a Google smartphone can do. The Pixel 9 has some incredible new AI-powered features, and we had a lot of fun bringing them to life in these new spots, to engage a powerful Raptors fan base and culture.

Nicole Ellerton, Group Creative Director at Cossette

Just as Raptors fans rely on star players to deliver in clutch moments, they need a phone and network that can step up when it matters most.

MEDIA

The multi-platform campaign leverages television spots, digital online video, and social media to highlight the Pixel 9’s capabilities, setting the stage for increased engagement and brand awareness.

1 Google Pixel x Cossette x Bell x MLSE Fandom 30s 1x1

2 Google Pixel x Cossette x Bell x MLSE Clueless Campers 30s 1x1 1 6

3 Google Pixel x Cossette x Bell x MLSE Matchmaker 30s 1x1 1 6

Credits

Client: Google Canada

Head of Marketing: Laura Pearce Head of Consumer & Retail Marketing: Chris Chan Senior Product Marketing Manager, Devices & Services: Chris Henry Product Marketing Manager, Devices & Services: Rohan Sarna Partner Marketing Manager, Devices & Services: Alex Kwan

Agency: Cossette

Agency Producer: Sharon Langlotz Senior Art Director: Olivia Chow Senior Copywriter: Joseph Thomas Group Creative Director: Nicole Ellerton Group Creative Director: Jacob Greer VP, Managing Director, Head of Strategy: Dan Koutoulakis Strategy Director: Chelsea Rho Group Business Director: Sarah Smith Account Supervisor: Kelly Carpenter Account Coordinator: Janhavi Khakhar

Production Company: Steam

Director: Matt Atkinson Executive Producer: Krista Marshall Line Producer: Christopher Scherk DP: Mat Barkley Production Designer: Jesson Moen

Casting

Powerhouse

Editorial: Saints Editorial

Editor: Melanie Hider Assistant Editor: Jadon Williams Producer: Phoebe Lorimer Exec Producer: Mackenzie Goodwin

Audio House: Vapor Music

Creative Director: Joey Serlin, Brendan Quinn Producer: Kat Stewart Engineer: Julian Rudd Sound Designer: Kevin Chamberlain

Colour, VFX & Online: ArtJail

Colour Grade - Clinton Homuth VFX - Cory Johnson, Alex Shahviri, Andrew Theissen Online, Flame Op - Cory Johnson Head of 2D/Partner - Andres Kirejew Executive Producer - Caitlin Schooley-Groneveldt