Google: Make the Most of Summer by 72andSunny Amsterdam

Google is putting the predictably unpredictable British summer at the heart of a new advertising campaign by 72andSunny Amsterdam, celebrating the ways people are using Google search and maps to make the most of summer.

Based on the insight that when summer arrives, Brits do all they can to make the most of it, the campaign illustrates the inventive ways Brits enjoy the summer no matter what the weather throws at them, in a humorous depiction of British ingenuity.

In the film, we see shots of a typical British summer – a family embarking on a seaside road trip, deckchairs blowing over in a storm and barbecuing in the rain – along with searches reminding us of Google’s helpfulness in these recognisable moments.

The campaign also includes dynamic out-of-home which delivers a different ad depending on the current weather and traffic information - indicating the best ice cream nearby on a hot day, tips for barbecuing in the rain when it starts to drizzle, or how long it takes to get to the beach. This content will be a combination of user-generated content and footage shot by the creative team while on the road, featuring real people and families.