- Google has launched a new video series to promote the move to Pixel 3.
- The three videos show people struggling with the decision to abandon their old phones for Google's new flagship product.
- It does not work very well.
Google has launched a new advertising campaign to promote the move to Pixel 3 from another smartphone. The "Unswitchables" promotion has so far contained three videos, which have been posted on Made by Google's YouTube channel (via 9to5Google).
Promotional videos of six to seven minutes follow three people as they wonder whether to switch to the new pixel. They are followed during their "typical" routines while the organizer asks them about their lifestyle and how they use their phones. Each participant is supposed to be reluctant to switch.
For example, a chef and a small business owner says she is too busy to change phones. The host then challenges her to transfer the contents of her existing phone to Pixel 3 before he can finish making an appetizer. The intent is to highlight how fast and convenient the process is supposed to be (the speed of data transfer is another video).
The Pixel 3 camera is also shown when a dog walker takes pictures, and we also take a look at some examples of AR emojis in some of the videos.
Participants then have three weeks with Pixel 3 to see if they will abandon their old phone and "make the change" permanently. They create vlogs during this period to provide updates on their progress.
Google builds this strange drama about whether participants will switch to Pixel 3 at the end of their lives, but it does not really work. You will probably not be surprised to learn that in the video produced by Google and promoting the Pixel 3, each person declares that it would actually switch to Pixel 3. It is as artificial as it may seem.
These types of advertisements – describing situations supposedly real, but in the context of being filmed specifically as a marketing operation – always seem to me embarrassing. The videos contain a warning stating that "the opinions expressed by the participants are real and they have been paid for their time." Even if they are not actors, the videos are neither natural nor staged.
Participants also seem unworthy of the "invariable" nickname – they are easily influenced and do not seem to be hardcore fans of a competing platform (ie iOS). This is certainly not the case, it's only her partner who does not want her to change phones.
In spite of the intuitiveness of Pixel 3 and its superb camera, as the clips underline, these messages are diluted thanks to the artificiality of the advertisements.
That being said, it is laudable that Google has refrained from mentioning the iPhone during the clips, instead of showing only alternative devices in a hull. Apple's products could have been easily abandoned, but Google has distinguished itself. Take notes, the Samsung marketing team.
Following: Speed Test G: Huawei Mate 20 Pro vs. Google Pixel 3 XL