Music/Sports

Beats by Dre Horses Around 

The quest to find the perfect racehorse powers a 7-minute film from Beats by Dre. Buffalo Bills quarterback Josh Allen and Formula One racer Daniel Ricciardo star. Agency Miramar developed the campaign.

Tech

Samsung Says: ‘Unfold Your Moment’

Samsung puts life’s brief but indispensible moments in the picture, hyping its latest Galaxy phones. “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them,” says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. “They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment.”

Finance

Money Mart Checks In With Silly Scenarios

Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company’s installment loans, cash advance and other services. “Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” says agency ECD Meghan Kraemer. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Swedish Phone Company Vimla and BBDO Bring the ‘Good Vibrations’

Sweden’s Vimla tries to shake up the phone category in ’90s-style ads from BBDO Nordics. “Vimla wanted to create a visual world that incorporate the brand’s good vibrations and relaxed approach,” says agency art director Isaac Bonnier. “We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out.”

Health

Everything Causes Hair Loss. Everything!

Do babies, sushi, deodorants and binge-watching accelerate hair loss? We learn the truth in Mischief’s cute campaign for Nutrafol, a hair-growth supplement. “Creatively, we wanted to tap into that eyebrow-raising moment,” says agency ACD Tanner Thompson. “The goal was creating something that really draws you in, sparks your curiosity, and leaves you asking the question: ‘Hold on, what does this have to do with my hair?'”

Grocery

Want Some Coffee Mate, Mate?

G’day! Coffee Mate enjoys some Aussie-accented fun in fast-talkin’ commercials directed by Terri Timely through Soft Citizen. “We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they’ve worked so hard to achieve,” says Joel Holtby, co-CCO at Courage, which helped develop the campaign.

Health

Ritual Vitamins Goes Beyond Transparency

Ritual Vitamins tapped Giant Spoon to create “Trace Like a Motherf*cker,” directed by Kate Jean Hollowell. It goes beyond transparency, revealing that the brand’s ingredients can be tracked and explaining why they’re present. In the spot below, a potty-mouth mom won’t put anything in her body unless she knows where’s it’s from and why she needs it.

Financial

PNC Gets ‘Brilliantly Boring’ These Days

Arnold Worldwide launched a fresh campaign for PNC Bank with “Brilliantly Boring” as the theme. Ads stress stability, pragmatism, consistency and trustworthiness. They’re not boring. But the bank is. In a good way. Silicon Valley actor Chris Diamantopoulos stars.

Apparel

Does Comedy Suit Men’s Wearhouse?

Party Land dresses Men’s Wearhouse in goofy comic stylings through a frenetic campaign. Clothes make the bro, whose apparel changes and adventures become intertwined. It’s pretty silly. Hannah Levy directed.

Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We’ll find out on Feb. 12.

Most of us take our ability to snap pics with our smartphones for granted. However, it’s no simple task for people who are blind or have low vision.

Which is why, according to Google, the Pixel 8 with integrated Guided Frame is a game-changer. The AI-powered accessibility feature detects objects, people and pets and speaks to user, advising them how to position their handsets to capture an image.

The company demonstrates in “Javier in Frame,” an endearing Super Bowl ad that airs during the 2nd quarter.

Google enlisted Smuggler’s Adam Morse, who is blind, to direct the commercial. The British-born Morse lost most of his eyesight at the age of 19 due to a mitochondrial disease called Lebers Hereditary Optic Neuropathy.

The spot follows Javier, a blind man, as he starts a family with his partner, Nikki. They chronicle the big moments of their journey through images he shoots with his Guided Frame-equipped Pixel.

Morse, Google Creative Lab and GUT developed the :60. The ad is instructive as well as heartwarming. It’s impossible not to feel the joy as Javier and Nikki’s love story unfolds.

“Google is at its best when we are able to tell human stories,” says Armando Samuels, Google creative lead, devices and services marketing, when asked about the thinking behind the commercial.

“Historically, when you look at our body of work, our goal is always to show what our intention is. It’s not just talking about our features and about ourselves,” Samuels continues. “It’s, how do our features and how do our products make the world better? How do we help people?”

As for Morse, his disability hasn’t stopped him from making a mark in filmmaking. He write and directed Lucid, a feature film starring Billy Zane released on Amazon in 2020.

“He was our dream director to work with, and we got lucky that we got him,” says Ricardo Casal, GUT chief creative officer. “He was so positive, full of energy, charismatic, always with a smile and always with a positive thought.”

Morse was also generous when it came to educating the creative team, Casal recalls, answering all questions about what it’s like to operate in the world as a blind person.

And the director dispelled stereotypes.

“People think that blindness means, I have to be with a guide dog, or I have to have glasses, or I only see pitch black,” Samuels explains. “He allowed us to understand it is a spectrum.”

That understanding was key in helping the entire team recreate what it means to experience the world as a person with low visibility. “Stories like this, you can never stop crafting them,” Samuels says.

In a “Javier in Frame” making of video released on YouTube, Morse shares his thoughts on the difference between sight and vision and explains how he works as a filmmaker who happens to be blind.

CLICK HERE to watch all of this year’s Super Bowl commercials as they’re released. 

Previous Google Black-Owned Friday iterations starred Ludacris, T-Pain and Normani.

His beard makes him look a bit like King James. That’s where the similarity ends.

The comic basically stole the show Pixel’s NBA ads last year, which is saying something given the star power involved. So, it makes sense that he’s back in action with a large role.

And he doesn’t disappoint, working his likable every-fan style for all its worth. Druski’s relatable and funny no matter what’s happening on screen, a first-string brand ambassador.

This year, he’s joined by NBA royalty Giannis Antetokounmpo, Jalen Green, Kelsey Plum and Jimmy Butler, among others.

Themed “Built Different,” the mockumentary-style effort will roll out across TV and social all season long. Several spots break tonight on TNT during the Lakers-Nuggets tip-off game.

 

 

 

 

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Wanna feel old? Space Invaders just turned 45. To celebrate, video game company Taito partnered with Google and UNIT9, transforming the OG title into an AR mobile experience.

Space Invaders: World Defense is far from the clunky, beloved 8-bit arcade hit of the ’70s.

Positioned as a sequel to the original, it harnesses Google’s ARCore Geospatial API to transform an average neighborhood into a region under alien attack. Players compete for the highest score as they eliminate invaders emerging from trees, buildings and various structures. Weather conditions, changing in real-time, factor into gameplay. That’s a big upgrade from blocky space-beings moving horizontally on a black screen.

This 90-second video offers a peak at the mobile game:

“This is a game for everyone—capturing the nostalgic memories of older generations who played 45 years ago and the interest of new generations with the integration of new technologies & engaging game mechanics,” the team at UNIT9 tells Muse. “We want to promote the power of Google’s Geospatial API for real-world location-specific digital activations, beyond gaming, and for any brand experience tied to a geographic location.”

Available for iOS and Android, Space Invaders: World Defense features updated weapons, sound effects and music for global markets including Europe, Japan and the U.S. Players can also change from “world dimension” to “invaders dimension” mode, pivoting from cityscapes to a completely digital 3D level.

Created in partnership with media and pop-culture company Mass Appeal and Sony Music Certified (the label’s decades-deep hip-hop and R&B catalog division), the visuals and behind-the-scenes footage were helmed by Myesha Evon Gardner. She has done incredible photo essays covering underrepresented people and cultures—including collections on her hometown of Cleveland and Black women’s bodies—for Google’s Creator Labs, a partnership with talent agency SN37. Such efforts showcase works shot on the Pixel phone. 

In the BTS video for “Blind Em,” Brooke—who signed to Sony’s Arista a few months back—recalls freestyling over the “Grindin'” beat in the lunchroom as a kid and identifying as a tomboy. She parses the higher standards women face in hip-hop, and talks about growing up listening to Missy Elliott, Eve, and Nikki Minaj. She explains that she did homework on artists like Lil Kim and Foxy Brown while developing as an artist. (Also worth checking out: her “Google Me” segment with iconic NYC radio personality and rapper Angie Martinez).

Overall, it’s part of a refreshing trend of higher-visibility billing for female rappers in ads (which tracks, unsurprisingly, with commercial success—think Cardi B’s Super Bowl ad after a banner 2019 for women emcees). Meanwhile, Latto and GloRilla featured alongside Nas and Rakim in Sprite’s Hip-Hop 50 version of “Rapper’s Delight” last month.

Hopefully the culture’s tradition of remixing and advertisers’ desire to pay homage will mean more tasty collabs to come.

Join us on May 24 in NYC @ State of Play: 2023 Clio Sports Marketing Summit for a closer look at top creative ideas. You’ll hear from agencies, teams and advertisers, including Michelob Ultra and Frito-Lay, about how they’re using innovation, advocacy and engagement to build brand affinity with sports fans. Register Now.

Google Pixel ends its 2022-23 NBA season the way it began—with a raucous, star-studded commercial leveraging big-time hoops and splashy pop culture to the max.

Druski returns from the brand’s popular tip-off spectacular that dropped in the fall. This time, with the NBA Playoffs underway, his ride breaks down in suburbia. “The Greatest Watch Party” ensues. Everyone has a slammin’ time in this glitzy film running more than 2 minutes:

Excelling again in the lead role, Dru uses Pixel technology to create a party e-vite. Giannis Antetokounmpo, Joel Embiid, Jalen Green, Kelsey Plum and Candace Parker make the scene. (Green doesn’t dribble a severed head, but you can’t have everything.)

At this point, Pixel spots are almost interchangeable with those of the NBA itself. Both tread similar territory in entertaining fashion, underscoring the ubiquity of each brand.

It’s like all we do is take snaps, watch sports and worship media icons. Indeed, that probably sums up a huge chunk of what the target demo’s about, explaining why entries in both campaigns feel authentic and never fail to resonate.

They should make a :60 with Druski and NBA spokes-character Non-Stop (Keyon Bowman) in a rap battle. Google Pixels vs. dunks: which is better? They’re both great! This stuff writes itself.

“Basketball is meant to be fun, so we’ve tried to show fans how the Pixel can elevate their experience, no matter how they like to fan out, through IYKYK easter eggs that celebrate all the great NBA moments and personalities that have been lighting up their social feeds throughout the season,” says Adrian Flores, VP of creative at Robot, which developed the Pixel push with directing team Daps.

The Robot team shared these tidbits with Muse:

• “We ran out of functioning hoops on the shoot because all of our dunkers kept ripping the rings down. Druski’s stunt double tried a reverse jam off the trampoline and completely destroyed the backboard and stanchion and Hooping Nate somehow managed to rip the breakaway ring off with such ferocity it couldn’t be repaired. On the plus side, we got to wrap early on both those days as a result.”
• “Our Belly Easter egg scene with Richard Jefferson and our director Daps was the very last shot of the shoot. They were both incredibly hype for it until they discovered the pain of putting in the special contacts, which led to them spending 45 minutes in the bathroom, trying to put the lenses on each other.”
• “We had Kyle Kuzm’s stylist, Toreno Winn Jr., on set. The pink sweater is a replica he made for a super fan that we borrowed for the shoot. We discovered it was essentially an oversized dress on our talent, so it had to be temporarily tailored on the spot. And then un-hemmed, so it could be returned in mint condition afterwards.”
• “Kelsey Plum and our Grandpa got on fabulously, breaking into an impromptu dance battle between takes, which inspired Daps to change up the plans for the shot, leading to Kelsey’s dance-floor hero scene.”
• “Giannis insisted he only had an hour to do everything, and that he didn’t want to get wet. But then had so much fun chopping it up that he hung around and gave us his best dad jokes for social.”
• “Joel and Giannis shot their scenes in Milwaukee the day before they played against each other. Both of them asked the creative team if the other looked tired ahead of the game (which the Bucks won).”

CREDITS

Client: Google Pixel
Brand Consultancy: Robot
Production Company: Anonymous Content
Editorial: Work Editorial
Post Production: Shape+Light
Color: Company3
Music: Premier Music 
Sound Mix: Sound Lounge

Doja Cat, Giannis Antetokoumnpo and Amy Schumer are just like the rest of us, at least in one respect: Sometimes, their digital photos don’t come out just right, and a certain amount of sweetening is required.

Never fear, glamorous celebs (and everyone else). Google’s Pixel 7 packs editing features like Magic Eraser and Photo Unblur, so you can spruce up images all day long.

To make this point, Big G cast the three stars in a :90 Super Bowl ad created by its in-house team. Set to a version of “Unchained Melody,” the peppy product demo puts fixes to various pics. Though some of the photos, like a beach scene with Silly Speedo Dude in the background, seem more chill without edits.

The approach feels less glitzy than some previous Pixel campaigns. It’s certainly simpler than last year’s Big Game spot with Lizzo, which introduced a new song.

Does 2023’s entry, running during the 2nd quarter, make Cat, Antetokoumnpo and Schumer more relatable? Does that vibe translate to the Pixel 7, making the device and its features more appealing to the masses?

At any rate, the stars don’t dominate the proceedings. Instead, they take supporting roles in the Pixel pitch. Sure, they’re incredibly famous. But they they need photo assistance, just like their fans, and Google’s got the whole crew covered.

Daryl Butler, VP, U.S. devices & service marketing at the tech giant, explains the strategy:

“We all have that one picture that’s almost perfect,” he says. “Mine is of me and Michael Jordan at NBA All-Star weekend back in the day. This photo would have been on my wall instead of just on my phone all these years if I could have tweaked it, just a little. And now I can, with just a few taps right from my Pixel 7 Pro.”

“I know so many others who share a similar story, which is why this year’s Super Bowl ad, ‘Fixed on Pixel,’ takes a lighthearted look at those photos we all have that need a little bit of fixing.”

Leaning into the year’s search trends, Google’s annual wrap-up focuses on themes of rebirth, personal growth and optimism following a lengthy pandemic malaise.

Developed by Google’s Brand Studio and Trends Data team, the campaign’s two-minute anchor film asks, “Can I Change My Life?” It features everyday folks and celebs shrugging off doubt and adversity as they strive to improve and evolve.

Retiring sports icons Serena Williams and Roger Federer appear. Lizzo makes an impassioned speech while accepting an award. Images of Ukrainians resisting Russia’s invasion flash on screen, followed by footage of Brits mourning Queen Elizabeth. Around the halfway mark, Katya Echazarreta, the first Mexican-born woman in space, stresses that through hard work and perseverance, metamorphosis is possible, and big dreams can come true.

Google ECD K.K. Walker describes the project as “our annual love letter to the world, a celebration of our shared experiences throughout the year. The last two years have been unusual, and the stories of those years very much reflected that. This year, we saw that people are searching for new possibilities, both personal and professional transformation.”

Searches such as “Can I Change,” “Work Life Balance,” “How to Be More Social” and “How to Start” hit record highs, Walker says. “These insights shaped this year’s film, which shows how we’ve all come to 2022 changed in some way … We’ve turned a page on the last two years and are looking toward new possibilities.”

As ever, Google’s year-ender captures the cultural zeitgeist, serving as a companion piece of sorts to Spotify’s annual “Wrapped” campaign. Both efforts crunch data points and put events in sharp, personalized perspective. These initiatives have become signposts, allowing us to take stock of the past 12 months and vault ahead with a fresh perspective.

In case you were curious, queries for “Wordle,” “Election Results” and “Betty White” topped Google’s U.S. searches in 2022. And for the first time, the company offers a local trends roundup, searchable by ZIP codes and cities. Influencers get into the action, too, with Eric Sedeño and Brittany Broski providing outreach.

“We wanted to expand this year’s campaign to feel even more authentic and [highlight] the shareable nature of our work, so we went all in, creating a number of different social assets to help us tell the story,” Walker says. “From working with creators for the first time to running immersive ads that allow people to dive into various trends, we developed multiple channels of engagement that reflect our core values of inclusivity and connection.”