Google is in Super Bowl 57 with an ad promoting the photo editing features of its Pixel 7 and Pixel 7 Pro smartphones, featuring comedian Amy Schumer, rapper Doja Cat and NBA All-Star Giannis Antetokounmpo.
The 90-second spot titled “Fixed on Pixel” with will run during the second quarter and promote the phone’s ability to edit and fix pictures, even those taken on other devices.
The Google campaign was developed using its in-house creative team.
Daryl Butler, vp of U.S. devices and services marketing at Google, said the ad aims to “shine a light” on the company’s Pixel phones while promoting the integration of artificial intelligence technology.
“Developing inclusive products is in our DNA, and we believe that everyone should be able to express their creativity and show the world an image of themselves that they’re proud of,” Butler said. “So we used a combination of real people’s real photos, some of our own, and fun scenes with Giannis Antetokounmpo, Doja Cat and Amy Schumer to demonstrate how Pixel can help people fix any flaw or distraction in their pictures with our Magic Eraser and Photo Unblur features, even ones taken on other phones.”
He continued: “When you think about it, Pixel is the best of Google’s helpfulness in a single device: Every app and service that Google provides, from Photos to Chrome to Gmail to YouTube, etc., runs through Pixel. So it was important for us to bring the helpfulness of Pixel to life through a universally relatable story of those bad photos of our most memorable moments that we wish we could fix.”
The film promotes the Pixel’s features such as Magic Eraser, which can bring blurred pictures into focus among other editing abilities for images taken or downloaded onto the device.
A statement from Doja Cat explained: “Pictures capture life. Just like life, pictures can be blurry. With Pixel’s new Photo Unblur feature, you can clean up a messy picture. Now, if Google could create the same button for life, that would be great.”
For the latest Super Bowl 57 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2023 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 12 for the best in-game coverage of the commercials.
