F1 driver Oscar Piastri fronts new Google Pixel 10 campaign by Emotive

Australia – Google Pixel has launched a national advertising campaign in Australia featuring Formula 1 driver Oscar Piastri, marking his first collaboration with the smartphone brand and the debut campaign by independent creative agency Emotive.

The campaign centres on Piastri switching to the Google Pixel 10 and is aimed primarily at millennial consumers. According to the campaign brief, the work draws on the idea that many people remain loyal to their current devices despite the availability of newer or improved options, positioning change as a positive outcome.

Piastri’s personal career narrative is incorporated into the creative concept, reflecting his reputation for making decisive moves to advance in Formula 1. The campaign presents this mindset through a light-hearted lens, applying it to everyday technology choices.

The hero film leverages Piastri’s understated public persona, contrasting his calm exterior with internal excitement about performance and progress. It was directed by Isaac Lock of Somesuch, whose previous work includes campaigns featuring Dua Lipa and Victoria Beckham.

The campaign launches alongside the Australian Open, where Google Pixel is the official smartphone partner. Supporting activity includes social media content, public relations, sponsorship assets, influencer partnerships, broadcast placements, and on-ground activations tied to the tournament.

Subtle references to Piastri’s career, including his Formula 1 team switch, are embedded throughout the film as nods for fans. The broader rollout is designed to drive earned attention and engagement across multiple channels.

“This campaign challenges complacency,” said Gavin McLeod, chief creative officer at Emotive. “Oscar knows better than most that progress comes from being willing to switch. He has done it in his career, so he is the right person to encourage Australians to step out of autopilot with their phones and expect more. And, of course, Oscar never overplays it. He lets the Pixel advantage speak for itself.”

Meanwhile, Julia Davis, director of devices marketing at Google, added: “The work joins a body of global Google Pixel campaigns that highlight icons such as basketball legend Stephen Curry and football star Sol Campbell switching to Pixel in the pursuit of something better. We were thrilled to collaborate with Oscar for this next chapter, utilising his signature deadpan humour to provoke in a way that’s fun, distinctive and memorable.”

The campaign represents Emotive’s first work for Google Pixel.