Amy Schumer, Doja Cat, Giannis Antetokounmpo erase photobombers in Google Super Bowl spot
Google’s 90-second Super Bowl LVII spot sees A-listers touch up their photos – and past embarrassments – using Pixel’s editing tools.
Amy Schumer erases her exes from her photos in Google’s Super Bowl LVII ad / Google
Google today unveiled its Super Bowl LVII campaign, which will air during the Big Game this Sunday, February 12. At an event that attracts multimillion-dollar A-lister-sprinkled ads in droves, Google ups the ante with a 90-second spot featuring not one, not two, but three stars: comedian Amy Schumer, NBA All-Star Giannis Antetokounmpo and Grammy-winning artist Doja Cat.
Dubbed ‘Fixed on Pixel’, the spot showcases the brand’s Pixel smartphone line, and, specifically, celebrates the device’s photo editing tools. It “takes a lighthearted look at those photos we all have that need a little bit of fixing,” as the brand’s vice-president of US devices and services marketing Daryl Butler put it in a blog post today.
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At the start of the spot, a text overlay reads: “For years, our phones have captured our memories.” Then, viewers see a slideshow – featuring vacation snaps, family portraits, wedding reception candids and more – followed by the line: “Now it’s time to fix them.” Using the Pixel’s Magic Eraser, defecating dogs and unwanted photobombers vanish in an instant.
And the ad’s stars get pretty carried away with the convenience: Schumer uses Magic Eraser to eliminate her exes from photos, while Antetokounmpo sneakily cuts himself out of an image of Boston Celtics star Jaylen Brown dunking on him to avoid the embarrassment.
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The ad also spotlights Pixel’s Unblur feature, which magically improves the clarity of out-of-focus images, whether old or new. Doja Cat, who struts into the spot in the last quarter, snaps a selfie with some fans. Realizing that it turned out blurry, she makes a quick fix using the Unblur tool.
“Pictures capture life. Just like life, pictures can be blurry,” Doja Cat said in a statement shared with The Drum. “With Pixel’s new Photo Unblur feature you can clean up a messy picture. Now, if Google could create the same button for life, that would be great.”
The campaign builds on the tech titan’s track record of highlighting specific features designed to improve user experience. Last year, Lizzo fronted the brand’s Super Bowl spot, promoting the Pixel’s Real Tone tool for capturing darker skin tones in images authentically. In 2020, Google aired a tear-jerker at Super Bowl LIV that told the story of an elderly man who used Google’s smart assistant tools to help remember his late wife.
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