Google Australia has launched a new campaign to mark the release of the Google Pixel 9 series. The campaign, created by 72andSunny, features ex-West Coast Eagles player Nic Naitanui and focuses on the 'Circle To Search' feature of the Google Pixel.

The TVC is directed by award-winning director Spencer Susser and will air throughout the 2024 AFL Men's Finals and AFLW season. The launch coincides with the release of Baker Boy's new single 'KING', which is featured in the TVC. It marks the second collaboration between 72andSunny, Google, and Baker Boy, following their win of the inaugural ARIA Award in 2023 for 'Best use of an Australian recording in an Advertisement'.

"Google's partnership with the AFL offered us an opportunity to bring to life the cutting edge innovation of Pixel AI in a context Australians care about. Athletes are a point of inspiration to Aussies in every aspect of their lives, from what they wear, how they style themselves, to the products they use - Nic Nat was the perfect choice to help launch the stylish new Google Pixel 9 and demonstrate the magic of Pixel AI," said President, 72andSunny ANZ, Ross Berthinussen.

Media for the campaign was delivered by Media Futures Group and EssenceMediacom, with executions to appear across TV and BVOD. The campaign will be supported by a wider integrated marketing effort for the new Google Pixel 9, 9 Pro, 9 Pro XL, and 9 Pro Fold across various media channels and platforms.

Head of Devices & Services Marketing, Google AUNZ, Emma Dodd, said: "As a proud partner of the AFL for the last 7 years, we couldn't think of a better context in which to showcase all of the magic that's possible when Australians have access to the best of Google's AI in the palm of their hand. We were delighted to again partner with 72andSunny to create distinctly local work that we know will powerfully resonate with Australians."