Simu Liu returns for Google, with an assist from his assistant

Simu Liu is back for a Google Canada sequel, with the Canadian film star taking the lead role in a new Pixel campaign that also features his real-life assistant.

Developed by Cossette, the campaign includes TV, OLV, paid and organic social, anchored by a 30-second spot.

Liu first starred for Google Canada in an early 2022 ad in which he spoke Mandarin to help show off Google’s translation capabilities.

In the new ads, Liu shows how the Pixel Watch makes his life—and that of his assistant—easier. “I’m a guy who does a lot of things,” he says to open the spot, before demonstrating the different ways his Pixel Watch  helps—from connecting to his Pixel Buds, to paying for food delivery while lifting weights.

“We’re proud to continue building on our partnership with Simu, whose values and sense of humour make him the perfect ambassador for Google Pixel,” said Chris Henry, senior product marketing manager, devices and services Canada, Google. “As in last year’s campaign featuring his parents, it’s been a lot of fun working with Simu to bring people from his real life—like his assistant Sabeen—into the ads.”

“We knew the first round of work would be a tough act to follow,” added Jacob Greer, group creative director at Cossette.  “We tried to be as authentic as we could to who Simu is—and had some fun doing it—and we couldn’t be happier with the result.”  

David Brown