While Pixel had many features with a functional advantage vs. other phones, we focused on the features that could solve real pain points. It was only by understanding the cultural importance of boring, techy features that we found the real opportunity.

We decided to laser focus on a single, niche product feature. But one that could solve a real problem: Real Tone, a piece of photography tech that makes Pixel 6’s camera the most inclusive in the world, helping capture all skin tones beautifully and authentically. Especially darker tones, which were historically inaccurate and problematic on every phone out there until then.

If you looked at the data among features for Pixel, Real Tone was 4th in purchase intent, but it was 1st in cultural relevance. We would be able to speak to an audience ignored by the world of tech, and we wanted to do it on a stage where everyone was paying attention, the Super Bowl.

Our internal data showed that dark skin-toned consumers are 2x more likely to consider switching. In addition, 1/4 of their purchase decisions are driven by cultural relevance and 50% of them won't even consider buying from brands that don’t represent their values.

Real Tone could help Google create cultural relevance and spike purchase intent by making a statement of inclusion with the product front and center, and with diversity behind and in front of the camera.

We had to let America know that Pixel had the only camera that sees all skin tones the same way people see them. And most importantly, we had to make Real Tone relevant from a societal perspective, because diversity and inclusion aren’t where they need to be, in tech, or even in the Super Bowl.

Studies for the last two Super Bowls show there was a lack of diversity in ads, with 66% of darker-skinned consumers feeling their ethnicity is portrayed stereotypically in ads. By looking at the latest Super Bowl ads, 76% of characters were from the three lightest skin tones in the Fitzpatrick scale.

The creative execution was all centered around making a Real Statement. Historically, camera technology hasn’t accurately represented darker skin tones. In contrast, we wanted to show how darker skin colors deserve to be seen, especially in the Super Bowl, which features a lack of representation in the skin tones of characters and celebrities in the films.

And while this campaign had to be about features, it had to be done in a culturally relevant way. Our 60-second spot portrayed faces from over 40 people of color from all over the country like they were never seen before, in their real tone. But diversity didn’t only happen in front of the camera. Behind the camera, the spot was brought to life by a team of diverse individuals from all skin tones and ethnicities. From photographers, colorists, retouchers, and casting too. And it was the stage for Lizzo’s new release “If You Love Me”.