In the UK, summer 2021 is rather special. The country is emerging from both a cold winter and the bleakness of lockdown.
Summer 2021, Uncommon’s emotive campaign for Google presents that collective and individual sense of liberation as well as the questions that it is raising. The campaign’s 2-minute film touches on many of the uniquely strange summer search triggers from re-entry anxiety, through to rebuilding relationships to loss and love. It unearths the questions at the forefront of 68 million people that make-up the UK.
The film drives emotion back into the brand’s most powerful feature, Google Search, hinging on the poetic realisation that we are all searching for something. It tells a story that begins with the gift of freedom, the possibility of new adventures and the anxieties this summer is bringing, then travels through the excitement of live football, relationships and human contact, to end with hedonism and hope.
Nishma Robb, director of brand & reputation marketing at Google, stated “Our Summer campaign is anthemic in tone and ambition, designed to mirror the truly unique moment we are facing in the UK as lockdown eases. It is anchored around Google’s role in helping people find the answers — from the everyday to the epic — as they start anew this summer. We invite everyone to consider, What are you searching for this Summer?”
Nils Leonard, co-founder, Uncommon Creative Studio, added, “As Britain emerges from a year of more pandemic, this project speaks to the many questions and mixed emotions this summer triggers in particular. From re-entry anxiety, through to rebuilding relationships to loss and love. What we search for in that little bar is powerful stuff. Trivial terms tell the story of our hopes and unknowns, the smallest search can mean everything. We find each other there. Uncommon are proud to bring the Google brand story to the UK as we all enter the Summer of our lives.”
The music in the ad transports viewers back to memories of dancing in crowds with friends and loved ones. Jamie XX’s upbeat track, All Under One Roof Raving, mirrors the sound of modern Britain and the mix of cultures across the nation.
The campaign launched with the 2-minute commercial’s premier during Channel 4’s Great British Bake Off: The Professionals on Tuesday June 1 and will continue to play out on YouTube, TV, cinema, VOD, online and social throughout June and July, supported by a digital and poster OOH collection launching soon across key locations in the UK.
Creative Studio: Uncommon
Director: Josh Tenser at Uncommon
Editor: James Rose at The Quarry
Post-production & VFX: Untold
Soundtrack Composer: Jamie XX
Audio Post-Production: Machine
Media agency: OMD & Essence