US Ad of the Day: WNBA fans re-create their favorite players’ outfits with Google Lens
In the ad, Google Lens helps WNBA fans find the pieces worn by their favorite players, from Kelsey Plum to DiDi Richards.
The next time you encounter a dreamy outfit in the wild – and are too nervous to ask the person wearing it where they bought it – try Google Lens to find similar items with the camera on your smartphone.
Today, Google Search released an ad starring several players from the Women’s National Basketball Association (WNBA). In the ad, players like Kelsey Plum, DiDi Richards, Diamond DeShields sport flashy outfits off the court, catching the eyes of fashion-forward fans. (Two players featured in the ad – Plum and DeShields – also star in Google Pixel’s latest NBA campaign, ‘Greatest Watch Party.‘)
By using Google Lens, a technology that allows users to search Google with images instead of words, their fans are able to find a close, or exact, match to the clothes their favorite WNBA players were wearing.
“This work is part of a larger campaign that will begin rolling out in the weeks ahead highlighting a number of new ways to search in the Google App, like Lens and multisearch,” Google’s vice-president of global marketing Marvin Chow said in a statement shared with The Drum.
“In addition to prioritizing high quality results, the search team is constantly adding new capabilities to help people explore the world and ask new types of questions in new ways. Our ongoing ambition is to create work that shines a light on those new features and expands the way people think about searching on Google. This spot is just one of many ways we’ll bring ’new ways to search’ to the WNBA.”
The spot, developed in-house by Google’s Creative Lab, goes live today across broadcast, digital and social, while the WNBA players featured in the ad will share via their personal social media.
Agency: Google Creative Lab
Director: Savanah Leaf