Google’s Pixel 8 Ad: Inclusivity & Stereotype Breaking

Google’s Pixel 8 Super Bowl ad has sparked widespread discussion for its impactful storytelling and inclusivity. The commercial, which highlights an accessibility feature for people with blindness and low vision, has been praised for its emotional resonance and effectiveness.

Here are four best practices from Google’s ad that can be adopted in future campaigns:

Inclusive Representation : Google’s ad features a blind actor as the lead and is narrated by Stevie Wonder, who is also blind. This inclusive casting not only reflects the diversity of the audience but also helps normalize the representation of disabled individuals in marketing. Including more people from underrepresented communities in marketing campaigns can make them more relatable and authentic.

Behind-the-Scenes Representation : The director of the Pixel 8 ad, Adam Morse, is also blind. Morse’s lived experience informed his creative decisions, such as using vaseline on the camera lens to simulate visual impairment. Incorporating people with diverse backgrounds and experiences behind the scenes can add authenticity and nuance to storytelling.

Changing Narratives : The ad challenges stereotypes by portraying the lead character, a blind man, living a fulfilling life with the help of technology. It also features an interracial couple, challenging stereotypes about desirability. Brands can change incorrect narratives and harmful stereotypes through thoughtful casting and storytelling.

Highlighting Features for Specific Groups : Google chose to highlight an accessibility feature in its ad, despite the fact that it may appeal to a smaller portion of customers. This approach demonstrates the brand’s commitment to inclusivity and resonated with a broader audience. Brands should communicate features designed for specific groups to ensure those who could benefit are aware of them.

In conclusion, Google’s Pixel 8 Super Bowl ad provides valuable lessons in inclusive marketing. By embracing diversity in representation, incorporating diverse perspectives behind the scenes, challenging stereotypes, and highlighting features for specific groups, brands can create more impactful and inclusive campaigns.