Google promotes Pixel 3 with an artificial & # 39; Unswitchables & # 39; campaign



  • Google has launched a new video series to promote switching to the Pixel 3.
  • The three videos show people struggle with the decision to dump their old phones for the new flagship of Google.
  • It does not work very well.

Google has launched a new advertising campaign to promote switching to Pixel 3 from another smartphone. The & # 39; Unswitchables & # 39; promotion includes three video's so far, which were posted yesterday on the Made by Google YouTube channel (via 9to5Google).

The six- to seven-minute promotional videos are followed by three people as they discuss switching to the new Pixel. They are followed during their & # 39; typical & # 39; routines while the host asks them about their lifestyle and what they use their phones for. Each participant is supposedly reluctant to switch.

For example, there is a chef and a small entrepreneur, who says she is too busy to switch phones. The host then challenges her to transfer the contents of her existing phone to the Pixel 3 before he can make an aperitif. It is meant to emphasize how fast and easy the process is supposed to be (data transfer rate returns to another video).

The camera of the Pixel 3 is also shown while a dog walker takes a few photos, and we also look at some AR emoji examples in a few of the videos.

The participants then get three weeks to look with the Pixel 3 to see if they get their old phone out of the closet and "make the switch" permanently. During this period they make some vlogs to offer updates on how they get it.

Google is building this weird drama about whether the participants will actually switch to the Pixel 3 at the end of their time, but it does not really work. You will probably not be surprised to hear that, in the Google-produced video that the Pixel 3 promotes, every person says they would indeed switch to the Pixel 3. It is as artificial as it sounds.

I always find this type of advertisement – the depiction of so-called real situations, but in the context of being specifically filmed as a piece of marketing – uncomfortable. There is a disclaimer in the video that says that the "opinions of the participants are real and that their time is compensated." Although they are not actors, the videos are unnatural and staged.

The participants seem unworthy of the moniker as well – they are easy to influence and do not seem to be hardcore fans of a competitive platform (ie iOS). It is certainly not, it is only her partner who does not want her to change hands.

For all the intuitiveness of the Pixel 3 and its great camera, as underlined in the clips, those messages are diluted thanks to the artificiality of the advertisements.

Having said this, it is commendable that Google did not mention the iPhone during the clips, but only showed alternative devices in a case. It could have been easy to name Apple & # 39; s products, but Google kept it stylish. Make notes, Samsung marketing team.

Next one: Speed ​​Test G: Huawei Mate 20 Pro vs. Google Pixel 3 XL


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