Why Google Ditched Aspiration for Understatement in APAC
Google's Pixel campaign with F1's Oscar Piastri marks a tonal shift from aspirational celebrity ads, targeting millennial switchers in stagnant APAC smartphone markets.
Google launched a new Australian advertising campaign for its Pixel smartphone featuring Formula One driver Oscar Piastri, marking a tonal departure from the aspirational celebrity endorsements that typically dominate tech advertising in Asia-Pacific markets. The "Excited on the Inside" campaign, created by Emotive agency, debuted during the Australian Open in January 2026.
F1 Driver's Deadpan Style Targets Millennial Switchers
The 30-second spot showcases Piastri's trademark understated personality, filmed in Mexico during a four-hour production window. The McLaren driver maintains a neutral expression throughout while delivering low-key voiceover: "I know I don't always show it, but winning does excite me. So, when I see a chance to get ahead, I will change things up."
The campaign cleverly references Piastri's high-profile team switch from Alpine to McLaren through visual metaphors. One scene shows him replacing a snow-covered mountain mural with a papaya painting, representing McLaren's team color. The ad includes at least 10 hidden references for hardcore F1 fans to discover.
A standout moment features Piastri asking Google's Gemini AI to draft a race-winning speech, with the AI suggesting he simply say "thanks." His response: "Perfect." A 15-second Australian Open tie-in shows Gemini dryly telling Piastri he "probably" couldn't win the tennis tournament.
"Oscar is massively connected with the Millennial audience," said Gavin McLeod, chief creative officer at Emotive. "The underplayed nature of Oscar is so different to most celebrity stuff you see on TV."
Strategic Timing Addresses Market Stagnancy
Google's ANZ director of device marketing Julia Davis explained the campaign addresses "consumer apathy drives stagnancy" in smartphone markets, where people stick with devices even when needs evolve. The Australian market reflects broader Asia-Pacific trends, with 43% of consumers holding phones beyond three years.
The campaign launched during the Australian Open to capture premium audiences, spanning TV, online video, and social media. The timing takes advantage of Piastri's recent momentum after finishing third in the 2025 F1 championship.
This marks Google's second sports-driven campaign in Australia. The company previously featured former AFL player Nic Naitanui in a Pixel 9 campaign by 72andSunny during the AFL Men's Finals in 2024, demonstrating Circle to Search AI features.
Production Efficiency Balances Authenticity With Technology
The production team maximized their limited time with Piastri by using AI tools including Gemini's image generator for elements like the papaya painting. McLeod stressed that "nothing is manufactured or fake," emphasizing the campaign's authentic approach despite technical constraints.
The understated humor strategy contrasts sharply with typical smartphone advertising in Asia-Pacific markets, which often relies on aspirational messaging and high-energy celebrity endorsements. By positioning Piastri's authenticity and maturity, Google aims to differentiate Pixel as a credible alternative to iPhone among millennials who value genuine personality over polished marketing.
The campaign coincides with Google's broader Asia-Pacific manufacturing shift, moving high-end Pixel production to Vietnam in 2026 to mitigate China supply chain risks. This positions the company to better serve Southeast Asian markets while maintaining production quality for premium devices.
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