Coinciding with the lifting of lockdown and the promise of school holidays, Google has partnered News UK and Channel 4 to help the British public get the most out of the summer.
An uplifting film, directed by Josh Tenser at Uncommon, reflects on the mixed emotions that many people feel after prolonged separation from others. Viewers get a glimpse at their candid Google searches, from "how to talk to people" to "what is reopening anxiety".
The ad includes summer milestones such as the 2021 Euros, a poignant moment to remember those who we’ve lost, and joyous occasions of reuniting with loved ones. It ends with a sense of hedonism and hope, culminating in a sunrise request.
The campaign also comprises a blast from the past in the form of the return of the print edition of the "Funday Times", the kids supplement included in The Sunday Times between 1989 and 2007, and carefully placed TV ads advising on such pressing matters as "how to make a good impression on a first date". Out-of-home executions will deliver locally relevant dynamic content based on a triggers such as time, weather and location.