Google Pixel trolls iPhone launch with cheeky AI ad
Google’s latest Instagram ad riffs on Apple’s iPhone 17 launch while showcasing Gemini’s AI tricks.
Just as Apple geared up for its iPhone 17 launch, Google made its move with a playful Instagram video starring Pixel and iPhone in a field of chickens. The Pixel 10 Pro ad doubles as a cheeky jab at Apple and a showcase of Google’s AI tool, Gemini.
The video opens with iPhone failing to get chickens to sing, before Pixel explains the birds were created using Gemini. The banter escalates when iPhone asks if Pixel can also generate turtles running an investment bank, only to be met with another surreal AI clip. The spot ends with Pixel flexing its AI muscle, capped by a reveal of the Pixel 10 Pro.
This article explores how Google is using humor to spotlight its AI strengths, how Apple is positioning its own intelligence features, and what this growing rivalry signals for marketers watching the AI battleground.
Short on time?
Here is a table of content for quick access:
- Inside Apple’s iPhone 17 launch
- Google’s counter: Pixel 10 Pro and Gemini Nano
- The rise of cheeky brand rivalries
- What marketers should know
Patrecia Meliana
Inside Apple's iPhone 17 launch
Apple’s iPhone 17, launched on 19 September, headlines its own AI push with Apple Intelligence. Powered by the new A19 Pro chip, features include Genmoji, Image Playground, writing tools with ChatGPT integration, and live translation.
The company is positioning Apple Intelligence as deeply embedded in its ecosystem, although Apple is rolling out features in phases and limiting them to newer devices.
Google's counter: Pixel 10 Pro and Gemini Nano
Google’s August 2025 reveal of the Pixel 10 Pro highlighted its Tensor G5 chip and Gemini Nano. The device pushes AI-centric features such as “Magic cue” for contextual prompts and “Pro res zoom” offering 100x AI-assisted zoom.
This latest ad continues Google’s marketing strategy of using humor to both entertain and underline Pixel’s AI-first identity.
The Instagram caption sealed the joke: “When iPhone's plans run afowl, Pixel promptly generates some helpful advice.”
The rise of cheeky brand rivalries
Google is not alone in playfully stirring competition. Farm Fresh recently poked fun at Magnum with a Cream Hauz ad promising “Like the original, but more affordable.” Wonda Coffee cheekily referenced ZUS Coffee with billboards featuring music legend M. Nasir.
Even Deliveroo has used humorous jabs to position itself against rivals Grab and foodpanda.
These campaigns show how humor and light rivalry are becoming a recurring marketing tactic, particularly when AI, pricing, or consumer loyalty is at stake.
What marketers should know
As the Apple and Google rivalry shifts into an AI-first era, this Pixel ad offers more than just a laugh. It hints at how humor, timing, and technology are shaping brand competition in 2025. Here are four takeaways for marketers:
- Humor as a differentiator: Playful ads can spark shareability, but they walk a fine line between clever and cringey. Brand tone alignment is key.
Patrecia Meliana
- AI as the battleground: Both Apple and Google are framing AI as the centerpiece of their ecosystems, signaling where consumer attention will head next.
- Platform moments matter: Google’s timing, dropping the Pixel ad right on Apple’s launch week, shows how hijacking competitor headlines can amplify reach.
- Local lessons: Regional players like Farm Fresh and Wonda show that humor works at multiple scales, from global tech giants to homegrown FMCGs.
The Pixel ad highlights how Big Tech rivalry is shifting into AI storytelling. For marketers, it suggests that humor and timing can amplify campaigns, especially when tied to broader shifts like the AI arms race. The takeaway: creative wit, timed with cultural or industry moments, remains a powerful lever for brand relevance.
