Google's 'Pixel' Spot Wants People To Be Seen As They Truly Are

Google’s “Seen on Pixel” spot will run in the third quarter of the Super Bowl on Sunday.

The TV spot, with a collage of photos, highlights the Pixel 6 camera with Real Tone, which “continues Google’s years-long efforts to ensure all our camera and imaging products accurately represent all skin tones,” says Lorraine Twohill Google, Chief Marketing Officer.

Grammy-winning singer Lizzo provides the soundtrack, with an unreleased song titled “If You Love Me.”

Google’s in-house creative team worked with the Miami-based GUT Agency.

The spot was directed by photographer-filmmaker Joshua Kissi, co-founder of creative agency Street Etiquette, and contributing photographers Deun Ivoery and Aundre Larrow.

After the Super Bowl, the full 60-second spot and :30 and :15 cut-downs will run across broadcast and digital.

Twohill said that too often, camera technology, including Google’s, “has failed people of color by either making them look washed out or too unnaturally bright or dark. Because everyone deserves to be seen as they truly are, we are committed to addressing this gap.”



She added: “Googlers of color volunteered to test the camera on Pixel 6 before we launched it and provided input on what was working and what could be better.”

Real Tone on Google Pixel 6 and Pixel 6 Pro launched last October.

Google's first Super Bowl ad, "Parisian Love," ran in 2010. The company's game ads usually focus on how people use their products, rather than touting a product.

NBC has secured as much as $7 million for Super Bowl LVI's 30-second spots. Ads are sold out of every in-game unit across NBC, Telemundo and its digital platforms, including Peacock.

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