• by Laurie Sullivan  @lauriesullivan, September 16, 2023

Fashion comes to life in the new Google spot, New Ways to Search: Tunnel Fits, that showcases searches with the Google app through Lens.

The focus is on visual and creative with Search Generative Experience (SGE), as Stefon Diggs, DeVonta Smith, Derwin James, Cam Jordan, and Aaron Donald — some of the players from the NFL, share “tunnel fits” and how search can help fans discover and be inspired by their style.

Along with the new spot, Google debuted a custom broadcast integration on Sunday, September 10, where the NBC Football Night in America studio team highlights the best tunnel fits of the game.

Viewers see footage of players arriving and how the Google app allows fans to discover more information about what they are wearing and similar looks. 

With Lens in the Google app on Android and Apple iOS, users can search with images by snapping a picture or taking a screenshot. Lens, which now processes more than 12 billion visual searches every month, searches the internet to find the product or object.

The ad aired during Thursday Night Football, Sunday Night Football, Monday Night Football, CBS/Fox afternoon games and NFL and national and regional games, with connected television (CTV) and online video placements.

On game day, social media from NFL players was done with 24-hour takeovers across key platforms such as X First View, Snap First Story, YouTube Masthead, and TikTok Top Feed.

Google also partnered with a dozen creators and athletes across two programs, Get Fitted with Google, and New Ways to Kickoff, to create content detailing how they draw inspiration from NFL’s best dressed.

GQ and Google also teamed up with a social-first iteration of Getting Ready With, following NFL player DeAndre Hopkins, a lover of fashion, as he gets ready for game day using the Google app. 

The New Ways To Search campaign initially launched in May with its WNBA Game Day Fits spot, and the goal of visually bringing new ways to Search to life for people. The campaign was created by agency 72&Sunny for Google.

Google Search this year celebrated its twenty-fifth anniversary. The campaign is rooted in culture and current trends where visual search is useful to people in their daily life.