Google Pixel has rolled out a campaign 'Vanilla' to showcase its Pixel 10.

The campaign consists of an ad film.

The 60-second ad film uses a clever metaphor: people pull out a plain vanilla ice cream cone as if it were a phone. It’s classic Google playfully poking fun at Apple fans for their 'vanilla' choices. Although it does not directly mention the iPhone, it does take subtle shots. Across scenes from selfies and content shoots to museum visits the same vanilla moment repeats, hinting at how most people are stuck with the same popular phone. The twist comes when one of them notices a woman using the Pixel 10’s Gemini feature, breaking the monotony. The film closes with the tagline: Get outside your 'comfort phone'. Ask more of your phone.

What we think about it: The metaphor is witty, but it oversimplifies why people choose iPhones - consistency and trust aren’t 'vanilla,' they’re strengths. In trying to mock Apple’s dominance, the film mostly reinforces how ingrained and aspirational the iPhone remains compared to Pixel’s niche appeal. Also, it doesn't show much of its own offering - just Gemini which can be accessed through a 'vanilla' phone too!