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Cossette, Google Canada, Bell, and MLSE are proud to reimagine the 'Pixel In The Clutch' marketing campaign for a second year, showcasing the Pixel 9 smartphone. This campaign continues a successful three-year partnership with Toronto Raptors player Scottie Barnes and brings back renowned play-by-play announcer Jack Armstrong to celebrate the spirit of the Raptors and the innovation of Pixel technology. 

This initiative showcases how the Pixel 9’s advanced technology, AI powered features and the Bell network can transform everyday moments. Just as Raptors fans rely on star players to deliver in clutch moments, they need a phone and network that can step up when it matters most. 

The creative by Cossette features Barnes and Armstrong sitting at a Google sports commentary desk commenting on a variety of everyday scenarios - including a group heading downtown to attend a Raptors game, friends setting up camp in the wilderness, and a woman swiping through a dating app. In each scenario, creative brilliance meets tech innovation, with snappy, captivating visuals showcasing how the features of the phone come in 'clutch' moments of a Pixel 9 user's life. 

“Building on its continued success, this campaign was all about demonstrating how the Pixel phone can come through in the everyday moments that matter, courtesy of new AI powered features such as Gemini, Add Me and Circle to Search” says Rohan Sarna, product marketing manager, devices and services at Google Canada. “We loved the comedic chemistry between Scottie Barnes and Jack Armstrong and wanted to build on this concept this year, offering a fresh, entertaining perspective on smartphone technology.”

“We want to challenge people to consider whether they are truly satisfied with their phones, creating new expectations for what a Google smartphone can do” says Nicole Ellerton, group creative director at Cossette. “The Pixel 9 has some incredible new AI-powered features, and we had a lot of fun bringing them to life in these new spots, to engage a powerful Raptors fan base and culture.”

The multi-platform campaign leverages television spots, digital online video, and social media to highlight the Pixel 9’s capabilities, setting the stage for increased engagement and brand awareness.