Google Pixel has partnered with independent creative agency Emotive to launch a playful national campaign that sees Formula 1 driver Oscar Piastri make the switch to the Google Pixel 10.
The integrated campaign starring Piastri, taps into a simple cultural insight: many consumers have become comfortable with their phones and aren’t open to better options. Aimed at millennials, the work is designed to show how making a change can lead to something better.
It is a mindset Oscar Piastri knows well. No stranger to making bold moves to get ahead, the campaign sees him applying that same mindset to his phone, switching to the Google Pixel to ensure he never settles for anything but the best.
The campaign is brought to life through Oscar’s famously understated personality. Known for his calm, restrained demeanour, the hero film plays on the contrast between Oscar’s composed exterior and the excitement he feels on the inside – both about winning races and switching to Google Pixel.
Directed by Isaac Lock of Somesuch – whose work includes global stars such as Dua Lipa and Victoria Beckham – the campaign launches alongside one of Australia’s biggest sporting moments, the Australian Open. As Google Pixel is the official smartphone of the Australian Open, the campaign will be supported by social content, PR, and sponsorship assets, all encouraging Australians to make the switch.
Subtle nods to Oscar Piastri are woven throughout the film – including his widely discussed F1 team switch, rewarding fans and fuelling earned attention. The broader campaign rolls out across Australian Open broadcast, on-ground activations, influencers, PR and social storytelling, fully leveraging the scale of the idea. “This campaign challenges complacency,” said Emotive Chief Creative Officer Gavin McLeod. “Oscar knows better than most that progress comes from being willing to switch. He has done it in his career, so he is the right person to encourage Australians to step out of autopilot with their phones and expect more. And, of course, Oscar never overplays it. He lets the Pixel advantage speak for itself.”
Google Director of Devices Marketing, Julia Davis, added: “The work joins a body of global Google Pixel campaigns that highlight icons such as basketball legend Stephen Curry and football star Sol Campbell switching to Pixel in the pursuit of something better. We were thrilled to collaborate with Oscar for this next chapter, utilising his signature deadpan humour to provoke in a way that’s fun, distinctive and memorable.”
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