One of the campaign spots features former tennis player Mark Philippoussis showcasing Google Pixel’s Circle to Search feature.
Google Pixel has rolled out its ‘Courtside Magic’ campaign at the Australian Open 2025 (AO25).
The 360 partnership in collaboration with EssenceMediacom, 72andSunny and Sense Group, which includes TV ads, out-of-home, social and on site activations, marks the second year of its partnership with Tennis Australia.
One of the campaign spots features former tennis player Mark Philippoussis showcasing Google Pixel’s Circle to Search feature. This feature is a way of visual searching by circling an image, so users can get the information they need even if they can’t describe it.
As well as new contextual creative, Google Pixel also aims to dominate social feeds with innovative player and creator-led content that captures the raw emotion and excitement of the tournament.
This year, the partnership is bringing a new experience to the grounds of the Australian Open with the launch of the Google Pixel Studio. This immersive two-storey activation lets tennis fans experience Pixel's AI camera features, like Best Take, up close.
Google Pixel has collaborated with Nine, JCDecaux and oOh! Media to bring the campaign to life.
Google AUNZ's head of devices and services marketing, Emma Dodd, said the AO is such an iconic, cultural moment in Australia, so this year the company has built its campaign to follow the fans across their journey of the AO.
"By doing so, we’re able to add some magic to their experience on TV, in the streets, at the precinct, and on their phones," she said.
Tennis Australia's director of partnerships and international business, Roddy Campbell, said the brand had a lot of fun in 2024 with Google Pixel in their first year as a partner of the AO.
"We’re excited to work with Google Pixel to push the boundaries again this year by creating rich behind the scenes content and a new eye catching Google Pixel activation in ‘the Village’, a new zone within the precinct that fans are loving already at AO25," said Campbell.
72andSunny's president for ANZ, Ross Berthinussen, said sport is such a powerful way to connect with Australians and build brand associations.
"It was great to collaborate with the team to design strategically and creatively how Pixel could show up across the AO experience, from courtside to activations, as well as in advertising," he said.
EssenceMediacom's brand partnerships lead for APAC, Dan Collier-Hill, said while there are a lot of powerful partnerships on show at the AO, the media agency's team wanted to find ways to make Pixel synonymous with the magic of the AO.
"Building on the success of last year's breakthrough idea around BTS social content, we’re really excited to evolve it and bring together global talent, local influencers, and broadcast to elevate how fans not only make, but experience, moments of magic throughout the tournament," said Collier-Hill.
