Eminem’s “Kill Shot” is to Machine Gun Kelly as the Google Pixel ice cream commercial is to every other phone ad. OK, only time will tell if other brands pivot like MGK did after his beef with Eminem so for now take a look at the creative spot for the Google Pixel 10 then scroll down for more…
The Song. An important piece of a commercial is what the audience hears. Sometimes it’s natural sound and other times it’s a song. In this case, it’s the perfect song to be featured as the soundtrack. From 1966, it’s “Sugar Town” by Nancy Sinatra.
I love the commercial even if the Pixel 10 technically looks a lot like every other flagship phone. In other words, it’s vanilla, too, but maybe with a few sprinkles on top. Earlier this year I swapped my flip phone for a Samsung Galaxy S25 Ultra and it’s topping the list of best phones I’ve ever owned. It comes with a stylus, which automatically sets it apart from others. Of course, there are quite a few phones out there that are very, very far from vanilla but as far as mainstream flagship phones go, the S25 Ultra is #1. My favorite part, using the s-pen to accomplish the tasks, is what they call “drawing assist.” I can explore my own creativity and I get to draw stuff, then AI generates images based on my drawing. It’s fascinating. Here are a few recent examples.
Godzilla kicking a soccer ball.
An elephant.
A dog.
Whoa, I totally went on a tangent there, didn’t I? Back to the Pixel commercial: It’s great. Calling out other phones’ blandness while setting yours up as the (ice) cream of the crop is what every brand wants to do, and Google just set a high bar on quality and an effective message. Do you like the commercial? Comment below…
-Out of the Wilderness
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