Google has dropped its 60-second Super Bowl commercial for its Pixel 8 phone, showcasing its AI-assisted camera through the compelling story of a blind character.
Titled “Javier in Frame,” the ad, directed by blind filmmaker Adam Morse, takes viewers on an emotional journey centered around Google’s Guided Frame technology, designed to aid visually impaired individuals in capturing photos.
In the commercial, Javier, the protagonist, navigates through life’s moments, from solitude to companionship and family, all through the lens of his Pixel 8’s AI-assisted camera. The story unfolds through a series of photographs captured by Javier, highlighting the transformative power of technology in enhancing the lives of individuals with disabilities.
The commercial, airing in the second quarter of the Super Bowl, aims to raise awareness about the transformative potential of AI technology in enhancing the lives of individuals with disabilities, while also showcasing the capabilities of Google’s Pixel 8 phone. Through storytelling and innovation, Google continues to redefine the boundaries of accessibility and inclusivity in technology, paving the way for a more inclusive digital future. Watch below:
Developed by Google Creative Lab in collaboration with Gut Miami, the ad underscores Google’s commitment to inclusivity and accessibility. Daryl Butler, Google’s VP of devices and services, emphasized the significance of showcasing Guided Frame from a first-person perspective, stating, “The whole idea behind capturing Guided Frame the way we did…was to make sure that folks understand that there are people who are visually impaired that actually still can enjoy all of the things that we take for granted.”
This marks Google’s third consecutive year featuring in the Super Bowl with an ad for Pixel, reflecting the company’s ongoing investment in AI technology across its devices and services. The Pixel phone, powered by Android, serves as a testament to Google’s innovation in the mobile space, demonstrating how technology can empower individuals to capture life’s moments, regardless of their abilities.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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