Google Pixel and Sol Campbell play a blinder in new 'Switch' ad

A new advert for the Google Pixel phone came out yesterday.

In a world where phone ads can be techie, maybe even obscure, this one is both human and humorous.

Capitalising on the opportunity for people to make a switch in the tribal rivalry that is phone brand choice, they’ve put someone responsible for one of the most famous rivalry switches of the last three decades front and centre: Sol Campbell.

It’s very well made. It’s got high production values. There are some subtle in-jokes. For example, the white lilies (or lilywhites). It’s well-timed, for a North London Derby tonight. And no doubt there’s lots of spin-off content from PR interviews to socials.

No no no no no. Sorry lads I can’t do it. I did try but I just can’t talk about this one objectively. I hate it.

I am 'Team Apple' and I am resolutely 'Team Spurs' and this ad has done exactly what it set out to do. It’s got me cross and made me talk about it.

I find it very hard to judge it objectively. Initially, I thought it was stupid because it’s really only directed at Arsenal fans, who can’t be a huge target market for phones (they’re no Man U globally).

But of course I had to come to the rapid realisation that absolutely loads of people hate Spurs. You’ve got your Chelsea and West Ham fans for starters. What originally looks like a relatively niche idea I have to grudgingly concede has much wider appeal. Other fans might not support Arsenal but they can support a dig at Spurs.

It’s an advert made to be talked about and, in a fragmented media world, it’s done its job, punching well beyond its media spend. 

I can see the memes being traded for weeks, radio phone-ins and Spurs fans getting redder and redder (in the face, not the kit).

So fair play, it’s by far and away not my favourite ad but it is one I can respect.

One thing I do hope is Spurs fans respond with class this evening. A rousing rendition of « Apple till I die » would be the right tone.