“It’s OK not to know. It’s OK to be curious. It’s OK to ask. Because the more we learn, the closer we get.“
Uncommon has unearthed one of Google’s most important roles. People may come to Google everyday to search for a cake recipe or how to fix a glitch in their computer, but they also ask it questions big and small about some of the major questions involving culture and identity. If we find out about each other, we understand each other. Uncommon focuses on this purpose in its new campaign for Google, Hands Raised.
The new Google campaign follows Uncommon’s brand work, What are you searching for this Summer?, which tapped into the mood of the nation embarking on a Summer post lockdown. The new campaign continues to drive emotion back into the brand’s most powerful product, Search. The film is voiced by and includes footballer, Marcus Rashford MBE, who encourages asking questions without shame. Examples include wondering about a young white boy using ‘Wagwan?’ to address his mates, noticing a colleague isn’t quite their usual self at work and not knowing what a Ceilidh is.
Rashford appears near the end of the film. He represents a voice of change in UK culture. His final words remind the viewer, “It’s not our questions that define us. It’s what we do with the answers.”
The film is running on TV, online and social running until mid-October.
The campaign will be supported by a YouTube activation, The Ally Complete Challenge, exploring the theme of allyship through questioning and will feature a range of celebrity talent supporting the call to action, #itsoktoask. The first episode will feature Radio 1 icons, Nick Grimshaw and Clara Amfo, and will be amplified across paid social channels.
OOH executions will appear in the UK live later in the month and will continue to encourage people to ask questions that move us forward.
Creative Studio: Uncommon Creative Studio
Production Company: Somesuch
Editor: Amanda James @ Final Cut
Executive Producer: Scott O’Donnell
Producer: Nat Baring
DOP: Stuart Bentley
Post-Production & Grade: Time Based Arts
Colourist: Simone Grattarola
VFX: Alistair Hamer & Jamie Crofts
Track name: Territory by The Blaze
Music licensed by believe
Voiceover: Marcus Rashford MBE
Audio Post-Production: Machine
Media Agency: Essence & OMD