Google used its I/O developer conference on Wednesday to announce a long-awaited Pixel Fold phone, the Pixal 7A.
The announcement -- celebrated with new video spots -- represents the next chapter in Pixel’s ongoing National Basketball Association (NBA) campaign. It shows how Pixel turns a get-together into a watch party.
The spot, Greatest Watch Party, features the new Google Pixel Fold and reunites Druski, Giannis Antetokounmpo, Joel Embiid, Jalen Green, Kelsey Plum, Candace Parker and other influencers from Pixel’s Okay, I See You campaign spots.
“Reuniting Team Pixel all-stars like Giannis Antetokounmpo, Druski, Candace Parker and many more for this campaign just made sense,” said Daryl Butler, VP of devices and services marketing at Google. “They embody the spirit of inclusivity and creativity, which are the same values that have always been a driving force behind Pixel technology.”
Spearheading the campaign, brand Consultancy Robot, an arm of The SpringHill Company founded by LeBron James and Maverick Carter. Production company Anonymous Content, Work Editorial, Premier Music, Sound Lounge and others worked on the spots.
The campaign was directed by DAPS, the same team that worked on Pixel’s OK, I See You campaign.
The video will live on the Made by Google YouTube channel, and additional 60-, 30-, 15-, and 06-second spots will run throughout the NBA Playoffs and Finals across broadcast and digital, and social.
Google Pixel and the NBA since 2021 have collaborated on several initiatives centered on inclusivity and community, with the goal of connecting the 99% of fans who have never experienced the NBA in a live arena to fully enjoy the game they love.
From the videos it looks like users can answer the phone closed and then open it to get a full-screen doublewide video. The Fold isn't available yet, but consumers can preorder it. The phone ships in June. Google also includes a free Pixel Watch with every purchase.