Google Pixel has launched a new international campaign under the title “Vanilla”, a piece that is part of its “Ask More of Your Phone” communication platform, started in 2017. On this occasion, the brand uses the image of a vanilla ice cream cone to represent the uniformity of the mobile industry, in clear allusion to the iPhone and the lack of differentiation between many of the current models.

In the announcement, users appear in everyday situations holding an identical ice cream – in place of a telephone – as a visual metaphor of a market saturated by similar devices, both in aesthetics and in benefits. The background message is clear: most phones are interchangeable and predictable. But Google Pixel, with the integration of generative, such as Gemini or Nano Banana, and an optimized design to take advantage of these capabilities, proposes something different.

“Changing phone is an emotional decision, and we know that anxiety about learning a new device leads many people to settle for the usual”explained Adrienne Lofton, Global Marketing SVP on Google. “With this campaign we declare that Google Pixel is the new standard in the era of artificial intelligence. We invite users to get out of their ‘Comfort Phone’ and discover the transformative intelligence that were being lost.”

The ice cream metaphor evokes simplicity, repetition and lack of surprise. In one of the most revealing spot scenes, you can see a giant advertising fence with the message “Vanilla Pro” accompanied by a vanilla ice cream, in clear allusion to Apple campaigns. The ironic and direct wink, reinforces criticism: all phones seem equal and it is time to wait for something else.

The campaign, created by Google Creative Lab with the Platforms + Devices team, has been produced by Epoch and directed by the Matias & Mathias duo. It will be released in digital and social channels in the United States, and on television, digital and social networks in other key markets such as the United Kingdom, France, Germany, Australia, Japan and Canada.