Google, NBCU’s custom ads offer peek behind Macy’s Thanksgiving Day Parade

Dive Brief:

• NBCUniversal and Google have teamed up to take viewers behind the scenes of the Macy’s Thanksgiving Day Parade with help from the Radio City Rockettes, per details shared with Marketing Dive. 
• Three custom 30-second ads airing during the broadcast will follow the storied dance troupe as they document preparations for their performance using Google’s new Pixel 8 smartphone, making use of its artificial intelligence-powered photo- and video-editing features.
• The effort is supported by NBCUniversal’s Spotlight+ ad product that ensures marquee positioning for advertisers across linear properties and partner sites. Google Pixel is the first advertiser to leverage the solution since it was announced at Peacock’s NewFronts in the spring. 

Dive Insight:

The creative teams at Google and NBCUniversal are trying to capture in-the-moment excitement around the Macy’s Thanksgiving Day Parade with a trio of commercials that support the tech giant’s Pixel 8 offering and give viewers a special peek inside the celebration. This marks the second year in a row that the two companies have collaborated around the retailer’s annual holiday bonanza, which features live performances and a line of memorable floats and balloons based on iconic characters.

Google’s custom creative starring the Rockettes will run on linear TV on NBC, as well as during the livestream on Peacock and in Spanish versions on Telemundo. A separate Google holiday commercial, titled “La Foto,” will also air for the first time on English-language programming as part of the parade broadcast. The spot depicts a man meeting his partner’s Spanish-speaking family and showcases AI-powered Pixel 8 perks like Best Take, which scans a series of group photos taken in rapid succession and composites the best take of each individual member.

The Rockettes ads similarly promote the Pixel 8’s Audio Magic Eraser, which cuts out distracting noise in videos, and Magic Editor, a generative AI solution that helps users quickly resize and adjust qualities like lighting in their photos. The idea is that the Pixel 8’s technology can clearly capture important moments despite the busy prep process.

To keep the Pixel 8 top of mind for the gift-giving season, Google is tapping into a Spotlight+ product first unveiled at Peacock’s NewFronts presentation earlier this year. The tool ensures brands a prime time position across NBCUniversal’s One Platform properties and partner sites, reaching an estimated 30 million people, according to the entertainment giant’s website. Spotlight+ is positioned around aiding with factors such as mass reach, brand identity and awareness and product launches.