'Pixel in the Clutch' Makes Its Return in New Campaign from Google & Cossette

Google Canada is bringing back its "Pixel in the Clutch" campaign from last year — this time, to tout the new Pixel 9 smartphone. 

Made together with creative marketing agency Cossette, the campaign sees Toronto Raptors' Scottie Barns and announcer Jack Armstrong in three new spots as they sit behind the back of a commentary desk and speak about the innovative features of the smartphone.

Similar to last year's efforts, the latest iteration of "Pixel in the Clutch" highlights how the AI tools that power Pixel 9 can be used in everyday life: whether they're watching a Raptors game, setting camp, or swiping through a dating app. 

In each scenario, the Pixel always comes in clutch, helping users before the beat of the buzzer. 

Google Canada Product Marketing Manager of Devices and Service Rohan Sarna shared that the campaign has always been about "demonstrating how the Pixel phone can come through in the everyday moments that matter."

Sarna continued, praising Barnes and Armstrong's comedic chemistry as they offer a fresh and entertaining perspective with this year's "Pixel in the Clutch." 

With the use of humor and familiar faces, Google Canada's brand marketing strategy for the Pixel 9 is sure to win consumers over. 

Pixel's Got Game

In "Matchmaker," a woman gets on a train and starts swiping through the dating app on her Pixel 9. Suddenly, she is interrupted by Barns and Armstrong who provide commentary on her decisions.

Once she takes interest in a man named Kevin, the two notice him wearing a Raptors jacket on his profile picture. 

With the help of the "Circle to Search" feature, the woman is quickly able to find listings of the jacket on the internet. She makes the purchase and finds herself already in the jacket. 

"Pixel in the clutch," Armstrong proclaims, as the spot ends. 

In "Clueless Campers," a group of friends struggles to set up camp. 

"Ask Gemini," Barns suggests. 

They follow his advice and use the AI-powered tool to build the tent simply by scanning it using the camera.

Gemini then reveals that what they have is a dome tent, and provides a step-by-step guide on how to assemble it.

"Gemini with the assist," Barns says, closing the spot. 

Finally, "Fandom" shows a group of Raptors superfans in body paint spelling out Scottie's name. 

With no one to take their picture, they use the "Add Me" feature to have one of their friends take it, as AI seamlessly weaves him into the image. 

The advert concludes with Barns hilariously asking if their body paint comes off. 

Previously, Cossette worked together with Decathlon on a campaign that poked fun at the Windows outage considered to be "the world's biggest IT blackout."