Photo source: Google
The new Google campaign for Pixel 10 features Stephen Curry, a man whose loyalty is practically legendary: 17 years with the Golden State Warriors, 11 years with the same coach and the number 30 on his back his entire career. He begins every warmup the same way, the same pass from the same person, the same shot from the same spot. If he can make a change, Google suggests, then anyone can – even those firmly attached to their longtime phone of choice.
Before folding open the Google Pixel 10 Pro Fold, which revealed a text from a teammate that’s showing off a new hairstyle, he says “You can imagine how good something has to be for me to change”, before he continues on to use Gemini. He applied Gemini to test out how he would look with a new hairstyle, after which he concluded that he doesn’t need to change too many things in his life.
The ad was created by 72andSunny Los Angeles, with production from Prettybird, Rock Paper Scissors, Lime Studios, Company3 and Framestore. The spot debuted on Sunday during the Warriors vs. Indiana Pacers game, after which it launched across digital and social media.
Curry explained that the discussions about his identity and personal history came from genuine, casual conversations that felt natural to him. Because his relationship with the brand is built on familiarity rather than formality, the collaboration allowed original ideas to surface organically. That dynamic is what ultimately shaped the concept behind the spot.
Adrienne Lofton, Google’s head of Pixel global marketing, has known Curry since her years at Under Armour, where he was one of the brand’s key athletes. Their long-standing connection helps explain why Curry recently stepped into a new role as a “performance advisor” for Google products. In her view, Curry and Google share a similar mindset: he approaches product development with the same curiosity and precision as the company’s own technical leaders.
Curry’s role is meant to guide consumers through the often emotional process of switching smartphones. His own transition carries symbolic weight – if someone with his track record of loyalty is willing to make the shift, it reinforces the strength of Google’s product.
The broader effort arrives as Google intensifies its push to attract longtime iPhone users. Earlier this year, the company even released an ad playfully targeting Apple’s debut of its Apple Intelligence platform, signaling a more direct competitive stance.
