Google is showing how all of its services work together on mobile, in a refreshed advertising campaign for Android, positioning its devices as “ready for you”.
The campaign, by R/GA Sydney, is part of an ad push for the Android operating system, with Google Australia and New Zealand marketing director Lucinda Barlow saying it felt it was “the right moment” to show how Android helps consumers through their daily lives.
Key to the campaign is a series of TV and cinema ads, directed by Zia Mandviwalla from Curious Film, which follow users going through their day and show how the features anticipate daily needs, using voice search, google maps, google play and google photos, all through the power of a mobile phone.
“Smartphones are incredible personal assistants,” Barlow said. “With such a choice of beautiful android devices available today, we felt it was the right moment to show people how Android brings the best of Google services together on mobile, helping you throughout the day.”
The campaign will run across programmatic digital, mobile, search and out of home, along with the film being shown on through digital, cinema and TV channels.
R/GA Sydney executive creative director Hamish Stewart said: “Google has some of the most loved apps in Australia.
“On Android they come built in, but not everyone knows that it’s the most seamless way to experience them.”
Last week, the Android 'Friends Furever' campaign by Droga5 New York was named as the most shared ad of 2015 by video ad tech company Unruly.
The ad was part of a major push by Google to boost advertising for Android in the US, which also saw the launch of a huge billboard in Time Square to promote its tagline at the time “Be Together, Not the Same.”
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