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Google’s new phone the Google Pixel 6 was due to launch in October 2021. It was set to be the best Google Phone yet with new and improved features. As a brand that stands for Progress and who has an ambition to disrupt a crowded phone market, DRUM helped Google Pixel to partner with and co-fund Channel 4’s latest show – Highlife. The first Black reality TV series in the UK, which follows the lives and loves of a group of ambitious, glamorous young British West Africans all chasing their own idea of success. It represents a different version of Black British culture – one that doesn’t play into negative black stereotypes that are often seen in mainstream media.

The exclusive deal is one of Channel 4’s biggest ever branded entertainment series and the first time Google has partnered with a broadcaster in this way in the UK.

The partnership included a bespoke set of TV sponsorship idents which featured top black British comedians - Kojo Anim, Lola Jagun and A Dot - sharing their authentic reactions and enthusiasm for the show. The creative looked to reflect the excitement felt by Black Britain’s who were seeing an all-black cast portrayed in an unashamedly positive way, in the first UK show of its kind.

Alongside the idents there were also four bespoke contextual ads featuring the Highlife cast members - Bernicia, Cuppy, Kidd and Chiefer - using C4’s ‘Faces of 4’ format. The creative sees them being asked a series of questions about their lives and culture to allow the audience to find out more about each of the cast members, whilst also aligning their lifestyles to one of the new Google Pixel 6 features. A true celebration of the new show and the new Google phone.