Google Launches AI-Powered Campaign at TIFF to Solve ’Movie Night’ Dilemmas
TORONTO – Google is leveraging the Toronto International Film Festival (TIFF) to introduce its Pixel 10 smartphone’s built-in Gemini AI assistant, focusing on a relatable consumer pain point: choosing a movie. The campaign, which began August 28 and runs through December 22, spans social media, out-of-home (OOH) advertising, digital platforms, and broadcast channels.
OOH installations are prominently featured in downtown Toronto, with additional content released during and following TIFF. Google’s strategy centers on connecting Gemini to a cultural event canadians already embrace, rather than a purely technical launch. The brand aims to capitalize on the heightened awareness of films during the festival season and tap into the common experiance of at-home movie nights.
“TIFF is a cultural moment that brings Canadians together through storytelling,” said Vaisnavy Sivayoganathan, Google Canada product marketing manager, in a release. “With Pixel 10’s built-in Gemini assistant, we saw an opportunity to show how helpful AI can be in the small, shared decisions that shape those moments, like finding the one movie everyone can actually agree on.”
The campaign utilizes split-screen posters with taglines reflecting common movie-selection conflicts, such as ”He wants artsy fartsy. I just want explosions,” referencing films like Drive, and “She wants high school. I want all hell to break loose,” nodding to Jennifer’s Body.Social media features short animations presenting vague movie prompts, with Gemini providing helpful, Pixel-powered suggestions.
Live-action spots depict scenarios where individuals consult Gemini for recommendations – a couple seeking a sad film that won’t inspire an ex-text, and a father navigating differing preferences between his daughters.
“As TIFF celebrates 50 years and Pixel 10 makes its debut, this campaign brings two cultural moments together in a way that feels fresh,” said Dana Ciani, group creative director at Cossette. ”By tapping into the universal chaos of movie night, we’re showing how AI can fit seamlessly into real life, not by dazzling with tech specs, but by solving a problem everyone relates to.”
