Pixel Power

WWD Digital Daily - - In Focus -

Get ready for more mag­a­zine cov­ers to be in the hands of ad­ver­tis­ers.

In its big­gest si­mul­ta­ne­ous cover cam­paign, Condé Nast handed over seven No­vem­ber mag­a­zine cov­ers to be pho­tographed with Google’s new­est Pixel 3 phone as part of a paid ad­ver­tis­ing place­ment. WWD last month first re­ported the link-up, but the ex­act num­ber of cov­ers and whether there would be any other fea­tures to the cam­paign was un­known.

Now, Condé has re­vealed that Al­lure, Ar­chi­tec­tural Di­gest, Bon Ap­pétit, Condé Nast Trav­eler, Glam­our, GQ and W are all is­su­ing cov­ers as part of the

Pixel cam­paign. The cov­ers fea­ture ac­tor Angela Bas­sett, model Alessandra Am­bro­sio, a Thanks­giv­ing spread, Ber­muda, Mandy Moore with Susan Kelechi Wat­son and Chrissy Metz, Ryan Gosling and the inim­itable Cardi B, re­spec­tively. Pho­tog­ra­phers in­volved in the is­sues in­clude Sharif Hamza, Dou­glas Fried­man, Vic­tor De­marche­lier, Gi­ampaolo Sgura and Micka­lene Thomas, but they all only shot the cover im­age with a Pixel, not ac­com­pa­ny­ing in-book spreads.

The deal in­cludes Google’s li­cens­ing of hun­dreds of other im­ages pho­tographed by Condé on the new Pixel for Google’s own me­dia pro­mo­tion of the phone’s cam­era fea­ture, as well as some more work for Condé be­yond the print cov­ers, like a dig­i­tal cover for GQ, ed­i­to­rial videos and some be­hind-the-scenes pages, all shot with Pixel. A spokesman added that the cam­paign is not a one-off and there will be “more to come” be­tween Condé and Google, who have pre­vi­ously part­nered on var­i­ous ef­forts, like last year’s na­tive cam­paign with Vogue for Google Home, Google’s hous­ing of the pub­lisher’s ar­chives and con­sumer in­sights be­fore that. Nonethe­less, the cover cam­paign is Google’s largest mag­a­zine ad­ver­tis­ing ef­fort to date.

As to why pro­fes­sional shots on glossy mag­a­zine cov­ers (an op­po­site tack from Ap­ple’s big iPhone X cam­paign ear­lier this year fea­tur­ing self­ies by reg­u­lar users) was how Google wanted its new phone to be show­cased, Adri­enne Hayes, vice pres­i­dent of mar­ket­ing for Pixel, said the goal “is to help peo­ple get bril­liant pho­tos in any light.” But, she added, “It’s been in­cred­i­ble to see

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