The expectation before the goal, the energy in the minutes before the game, the heart-stopping moments before a penalty…. They are unique emotions and moments that only soccer is capable of generating and that can be captured with the Pixel 10 phones, according to Google in its latest advertising campaign for the devices, launched within the framework of the Soccer World Cup being played in Mexico, the United States and Canada.
The technology company takes advantage of the international event to celebrate the beautiful chaos of the fans with “Made for the beautiful chaos”, created together with the creative agency specialized in sports Dark Horses. To this end, it has created a series of videos that reflect the spontaneity and authenticity of sports lovers and communicate the virtues of the artificial intelligence camera of the new Pixel model, such as the 100x Zoom Pro, Night Vision and Better Automatic Version.
The campaign, which is produced by ProdCo, is also an invitation to football fans to unapologetically enjoy the shared passion for football. All of this is captured in a vibrant digital spot that evokes excitement, nerves, community and celebration, and expands Pixel’s global platform, “Aks more of your phone.”
In addition to the main piece, designed to be broadcast in multiple European markets, the campaign includes shorter videos adapted to the countries with whose teams Google has sponsorship agreements. Spain is one of them, and the digital advertisement shows the sentiment of the national fans and highlights the strategic agreement established between the company and the Royal Spanish Football Federation (RFEF) to accompany the Spanish National Team, both men and women, in the tournaments of the coming years.
“There is something unique in the way Spain lives football. It is driven by pure passion, an intense and vibrant energy that unites an entire country. The true feeling of the fans is wonderfully chaotic and that is what we wanted to capture in this new campaign“, commented Malale Sanchez Tudela, Director of Consumer Marketing at Google Spain and Portugal, through LinkedIn. “With the AI functions of Google Pixel 10, fans will be able to capture those unforgettable memories just the way they feel”.
The campaign has also dedicated an ad to Germany. “At the core of this campaign is a simple and powerful truth: the Google Pixel is the only device capable of capturing memories the way they really feel.“commented Adrienne R. Lofton, Global Vice President of Product Marketing and Brand Strategy at Google, via LinkedIn.”By leveraging our next-generation AI-powered camera features, we’re bringing fans closer to the action and proving that our technology thrives amidst beautiful chaos.”.
Along these same lines, “Made for the beautiful chaos” also includes a version dedicated to the French market. “This initiative is based on the deep football culture and sporting alliances we have established across Europe.“Adds Adrienne R. Lofton.”Instead of showing off the trophies, we lean heavily into the real, unfiltered moments that define what it means to be a fan. Our mission is to encourage fans around the world to expect more from their phone, especially when it comes to capturing key moments.”.
The campaign is executed through social networks, digital platforms, display, activations at points of sale, collaborations with influencers and content creators, and outdoor advertising. The strategy also expands the features of Google Pixel individually through different content.
