Britain in summer is far from a tropical paradise. In fact, it’s most likely to rain on your parade, whatever your parade happens to be – a picnic, trip to the beach or a barbecue included. But if you’re British, you make the most of what you get – rain or shine – and this is the foundation of 72andSunny Amsterdam’s humorous campaign for Google, highlighting the usefulness of Search and Maps.
In the 30-second spot, snapshots of a typical British summer, which include deckchairs blowing over in a storm and barbecuing in the rain, are accompanied by Google searches to demonstrate Google’s usefulness.
The documentary-style footage is put together with the 2012 pop song, I Love It, by Icona Pop. It was directed by Jack Whiteley, with photography by Ewen Spencer, and produced by Rattling Stick, to cover a wide expanse of the UK, from Edinburgh to London – featuring parks, pools and beaches in Liverpool, Blackpool, Swansea, Tenby Beach and the Brecon Beacons.
The campaign also includes dynamic out-of-home, which delivers a different ad depending on the current weather and traffic information, so it will indicate the best ice cream nearby on a hot day, tips for barbecuing in the rain when it starts to drizzle, or how long it takes to get to the beach. This content is a combination of user-generated content and footage shot by the creative team while on the road, featuring real people and families.
Graham Bednash, director of consumer marketing at Google UK, commented, “There’s something unique about the British interest in the weather and the way we react to summer. We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.”
Rey Andrade, deputy executive creative director at 72andSunny Amsterdam, added, “It’s such a lovely insight to work from, this idea of British folks taking what the season gives them in stride and just getting on and making the best of it. Particularly with a cluttered subject like summer which is so often portrayed in an unattainable and unrealistic way, it was good fun getting into the often overlooked nooks and crannies of the UK and seeing it up close and personal. We’re looking forward to seeing this work out in the world and we’re also always excited to portray a more honest, authentic and diverse cast of real people in our work.”
The campaign is running on TV, in cinema, OOH and print.
Marketing Director Consumer: Graham Bednash
Marketing Director Country: Eileen Mannion
Creative Lead: Graeme Hall @ Google Creative Lab
Creative Agency: 72andSunny Amsterdam
Media Agencies: OMD, Essence, Talon & Grand Visual
Production Company: Rattling Stick
Director: Jack Whiteley
Photography: Ewen Spencer
Post Production Company: MPC Amsterdam
Sound Company: Wave Amsterdam
Animation Company: The Line