The Golden State Warriors player is the star of the brand’s new global campaign, which aims to show that even the most loyal can change their smartphone if the innovation really convinces.
Google wants to break down one of the toughest barriers in the tech world: user loyalty to their phones. To achieve this, he chose Stephen Currya figure that embodies persistence and long-term confidence. The icon of the Golden State Warriors is becoming the face of a new one Pixel 10in a strategic move the brand seeks to inspire those who, after years of using the same operating system, are still hesitant to make the leap to a new experience.
A company designed by an agency 72 and Sunny Los Angelesshows Curry in a more intimate aspect, away from the courts, where he reflects on loyalty, routine and the changes necessary to grow. With a narrative that balances humor and authenticity, the spot offers a metaphor between an athlete’s career and the relationship users have with their devices.
Google and its lesson in loyalty (and change)
Kari He was a symbol of constancy, as he was with the same team for 17 years, he had the same coach for more than a decade and he always played with the number 30. This personal consistency, according to Google, makes him the perfect ambassador for the company, which aims to show that even the most loyal people can find reasons to develop.
Adrienne Lofton, senior vice president of global brand marketingemphasized the real connection between the athlete and the company. “When someone as loyal as Steph, who has been with one phone company for a long time, decides to switch to another, it shows how powerful our product is.”– he noted. Lofton also announced that the player, who is now part of the team as a “performance consultant,” will help consumers understand the emotional process involved in switching phones.
Likewise, advertisements made in conjunction with PRETTYBIRD, Rock Paper Scissors, Lime Studios, Company3 and Framestorenot only promotes the new device, but reinforces the narrative of trust and authenticity. With this campaign, Google aims to demonstrate that true innovation is measured not only by technical characteristics, but also by the ability to inspire people to rethink their most entrenched habits.
