One of the highlights of yesterday's Made by Google 2024 event was the unveiling of the Pixel 9 lineup, the upgrades coming with the new series, and also the AI-powered capabilities incorporated. Google's promotional campaigns tend to build on narratives, and it looks like with the introduction of the new series, the ad is built in a way to present a new chapter for the series that involves a new friendship between the iPhone and the Pixel lineup.
Google, in its new promotional campaign, brings the iPhone and Pixel 9 Pro together with the hashtag "BestPhonesForever"
Google has an interesting way of going about its advertisements, where they develop continued storylines that represent a meaningful theme. With the Pixel 8 Pro last year, the company opted for a metaphor to represent welcoming the upcoming series 'passing the baton' during the Olympics relay, which represented the Pixel 9 Pro replacing the Pixel 8 Pro, for it is time for the change.
This time around, Google has continued the narrative by presenting a fresh start or marking the beginning of a new era. The new promo series is titled "Summer Magic" and represents the Pixel 9 Pro. The new and exciting features it brings would remind users of summer and make the user experience almost feel magical.
What is most interesting about the campaign is the hashtag #BestPhonesForever, where the iPhone and Pixel 9 Pro are showcased as starting a new chapter of friendship in which the Pixel 9 Pro graciously accepts that it is its turn to shine with the new capabilities it is bringing forward. iPhone in the conversation is presented as acknowledging the arrival of its counterpart in a playful manner.
The ad gives the two phones a personality, and the devices are shown on two parallel sides; one represents summer, where the iPhone seems to be, and the other part is the Made by Google event's After Party, where the the Pixel 9 Pro is at. iPhone invites Pixel 9 Pro to the summer party outside, wherein the Pixel device lets the iPhone know it cannot join in as it has a launch to cater to. The iPhone seems to joke about the early launch, and the Pixel 9 Pro explains how it has more Gemini AI features to share with the public. The Pixel 9 Pro then returns back demonstrating the start of the new Pixel era and all that the device would entail.
The promotional campaign is refreshing for not just taking users through a narrative but also for presenting both phones together in one frame to mark their evolution and coexistence in the smartphone industry. The Pixel 9 lineup is available for pre-ordering for those interested in getting their hands on the new models.
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