Sync Watch November 18, 2021

Sync Watch: Genesis Owusu stars in campaign for Google Pixel 6

Editorial Operations Manager

Rising Ghanaian-Australian performer Genesis Owusu has fronted a campaign for Google’s latest smart phone, the Pixel 6.

The ad features Owusu performing and photographing his life, backed by his track ‘Waitin’ On Ya’.

It concludes with a message about how the phone can “accurately photograph the beauty if all skin tones”, and the tag line “We all deserve to be seen in our true colours”.

The sync was facilitated by Kobalt Music, with head of creative services, Briese Abbott, saying it was a perfect fit.

“Genesis Owusu is a rare and incredibly innovative artist, which is why it felt very appropriate to connect him with the launch of a fresh and unique technology like Real Tone on Google Pixel 6. His presence in the spot brings with it all his authenticity and charisma. Genesis (Kofi) was directly involved in the creative from the early steps of the campaign, helping to craft the script to ensure the spot represented him and his connection to the potential benefits of this advancement from Google,” Abbott said.

Andrew Klippel, the owner, manager and A&R at Ourness, said he and the artist are incredibly selective with which brands they align with.

“This Google spot ticks several boxes, but mainly the fact that Genesis was able to co-write the ad and have a level of creative control that we require to maintain the authenticity that’s been front and centre of his story, we’re super happy with the result, and the relationship,” he said.

Owusu is leading the nominations charge at next week’s ARIA Awards, with six nominations. He will also perform at Wednesday’s ceremony.