Google mobile

Global – Google is marketing its first branded phone by highlighting the company’s existing relationship with consumers.

• The phone, Pixel, marks a shift for Google, which previously sold its software through phones produced by Nexus
• Google is adopting the tagline ‘Life by you, Phone by Google’

Google is already an integral part of most people’s lives and the brand is hoping to appeal to this long-standing relationship as it launches its new phone, Pixel. The advert focuses on the iconic Google search bar, which stars as the protagonist of the tv ad.

The ad begins with two boys who find a tangible version of the search bar on the street, but can’t work out what it is and conclude that they should ask Google. The search bar then appears in a variety of settings during which time it slowly morphs into the shape of a phone.

In its press release Google reiterated its desire to fully integrate Pixel into the brand’s history: ‘For those of you who have followed Google closely, [Pixel] may sound familiar to you because we’ve used the Pixel name in the past for consumer hardware products that represented an overall premium Google experience.’