Fan-favorite "Beetlejuice Beetlejuice" character Bob the Shrunken Head stars in a new ad for Google's long-running "New Ways to Search" campaign, following the film's release.
Made in partnership with creative agency 72andSunny, the 30-second spot highlights some of the search giant's newest AI-powered features, including AI Overviews, Circle to Search, Gemini, and Lens.
Two social media posts, which contain shorter excerpts of the main spot, also depict the lovable character using Google in different ways.
@beetlejuicemovie Lens in the @Google app can help identify what’s on Bob’s plate. #Beetlejuice #Beetlejuice ♬ original sound - Beetlejuice
In one video, he uses Google to identify what type of sushi he's eating at Hollywood's hottest sushi spot while he shops for some new threads in another.
The tech giant's campaign with the "Beetlejuice" sequel will run across digital and social through mid-October.
72andSunny initially launched "New Ways to Search" last year, partnering with popular brands and properties such as the "Barbie" movie to create interesting, informative content.
Google's decision to craft a fun spot featuring popular movie characters is a simple but effective brand marketing strategy. Working with trending properties through film and TV partnerships is a foolproof way to boost a brand's relevance.
"Beetlejuice Beetlejuice" is out in cinemas now, earning $145.4 million in the weekend global box office.
The campaign cleverly uses the character to demonstrate its new search capabilities, blending pop culture with innovative features. This type of execution is always the work of leading ad agencies that specialize in creating culturally relevant campaigns.
Bob's Google Adventures
The spot begins in a cozy home, where Bob humorously narrates in a muffled, unintelligible voice because, of course, his mouth is sewn shut.
Handy subtitles tell the audience that Bob is enjoying the convenience Google brings to his life.
To prepare for a big dinner, he uses Google's AI Overview to figure out a proper skincare routine.
Next, he uses Circle to Search to find a stunning new outfit: a mustard yellow suit that happens to look just like every other suit in his wardrobe.
@beetlejuicemovie Circle to Search with @Google to find Bob’s next to-die-for look. #Beetlejuice #Beetlejuice ♬ original sound - Beetlejuice
All of this results in a successful dinner with his other shrunken head friends. The spot ends with them taking a selfie to mark the night.
The heavily anticipated "Beetlejuice" sequel has been featured in a number of marketing campaigns over the past month. Just last week, CarMax launched a cinematic commercial featuring a sketchy car dealership run by the titular character.
Earlier in August, Fanta launched a new flavor inspired by the green-haired ghoul.
