In 2021, Google was launching the Pixel 6 in Canada. With only ~3% of the Canadian smartphone market, we needed to stand out by building brand love with a message that was both unique to Google and relatable to Canadians. Google has always focused on creating tech that’s accessible to all - going back to its original mission to ‘organize the world’s information and make it universally accessible and useful’. Pixel 6 continues to advance that purpose, as a phone that recognizes and celebrates the unique differences of its users. That includes features like Real Tone (which ensures all skin tones are captured authentically in photos) and Live Translate (which helps users communicate with each other instantly in over 45 languages)..

Being specific meant having Simu talk about the Pixel 6 in a way that was authentic to him and celebrated his Chinese-Canadian immigrant identity. Shooting a TV and online spot entirely in Mandarin (with English subtitles) allowed us to bring the Pixel’s Live Translate feature to life leveraging Simu’s natural interaction with his parents. He jokes about his parents wanting him to work at Google (despite being a successful actor), relatable to many in creative industries (and beyond). Like all parents who only want the best for their children, his mother fusses over him by giving a “so-so” response to his first take and tells him to “sit up straight”, while calling him a Chinese pet name for a baby in public. Running a commercial in Mandarin amongst predominantly English Canadian programming created a disruptive moment, full of Simu’s comedic charm.