Excited on the inside: Oscar Piastri fronts Google Pixel campaign urging Australians to switch

Oscar Piastri has made the switch to Google Pixel, starring in a new national campaign positioning the Pixel 10 as a smarter alternative for Australians who have become comfortable sticking with the same phone.

The campaign, developed by independent agency Emotive, leans into a simple idea that many Aussies know better options exist, but rarely act on them. Piastri’s famously deadpan delivery is used to underline the idea that switching doesn’t need hype - just a willingness to expect more.

Timed to launch alongside the Australian Open, where Google Pixel is the official smartphone, the work targets millennials and younger audiences through a heavy mix of social, influencer content and earned media. The broader rollout spans broadcast, on-ground activations at Melbourne Park and platform-native storytelling designed to travel across feeds.

The creative plays knowingly with Piastri’s own career narrative, including subtle references to his much-discussed Formula 1 team switch, rewarding fans and driving shareability. Directed by Somesuch’s Isaac Lock, the hero film contrasts Piastri’s calm exterior with the quiet satisfaction of upgrading to Pixel.

For Google, the campaign extends a global platform that has previously featured high-profile athletes switching to Pixel, while anchoring it locally through one of Australia’s fastest-rising sporting stars.

The campaign also marks Emotive's first work for Google Pixel and reflects a broader shift in handset marketing away from feature-led messaging toward cultural relevance, creator partnerships and social-native execution.