GOOGLE PIXEL LICENSE NATION’S FAVOURITE ‘LOVE ACTUALLY’ FOR CHRISTMAS AD CAMPAIGN
LICENSING BELOVED FILMS FOR ADVERTISING CAMPAIGNS
BACKGROUND:
To launch its festive social campaign, ‘It’s Pixel, actually’, Google Pixel set out to capture the nation’s hearts by celebrating one of the UK’s most beloved holiday films: Universal Pictures and Working Title’s Love Actually. With the release of the new Google Pixel 10, featuring advanced cinematic and Pro Res Zoom capabilities, Google and their creative agency, WPP, wanted to create content that not only showcased the device’s technical innovation, but did so through emotionally resonant storytelling rooted in iconic cultural touchpoints.
That’s why they decided to reunite Thomas Brodie-Sangster and Martine McCutcheon and recreate nods to the film’s most memorable moments — from the drum-solo school concert scene to the unforgettable lobster costume.
WHERE BORN LICENSING ADDED VALUE:
With multiple iconic scenes referenced and original cast involved, it was essential that every detail aligned with the Rights Holders’ expectations in order to protect the integrity of one of the UK’s most cherished holiday films. We reviewed all proposed scenes, references and moments (including nods to the bench scene, the concert drum solo, and other fan-favourite sequences) to establish what could be executed within Universal’s brand parameters.
THE APPROVAL PROCESS:
Born Licensing managed the entire licensing process from start to finish — ensuring both the creative team and Universal had clarity, confidence, and alignment across every stage of production.
As the creative was rooted in recreating or referencing iconic moments, approvals were extensive and highly detailed. Born Licensing oversaw the entire process (from concept treatments and scripts through to shot-lists, on-set materials, edits, and final deliverables), ensuring the tone, humour, and heart of Love Actually were honoured throughout.
Working across multiple stakeholders, including Google, WPP, Ogilvy, Universal, required constant coordination, rapid feedback loops, and clear communication. Born Licensing ensured all parties remained aligned against the tight festive timeline.
THE CALL TO BORN:
With such an iconic film and globally recognised characters at the centre of the idea, the agency engaged Born Licensing early to assess feasibility and guide the licensing strategy.
Given our role as Universal’s licensing agent for advertising and marketing campaigns, Born Licensing was perfectly positioned to navigate creative approvals, ensure fidelity to the film’s legacy, and negotiate the rights required to bring these nostalgic moments into a modern context.
THE SHOOT:
With Thomas Brodie-Sangster and Martine McCutcheon appearing in the ad, the production balanced contemporary performance with nostalgic references.
Born Licensing remained on-hand throughout to support IP-related decisions, guide reinterpretations of iconic film moments, and ensure the creative stayed within the agreed licensing framework.
The scenes featured the new Google Pixel 10, allowing the device’s cinematic features (especially its Pro Res Zoom) to become an authentic part of the storytelling.
THE LAUNCH:
Pixel Christmas launched across Google Pixel’s social channels in late November 2025, quickly drawing widespread attention for its joyful blend of nostalgia, humour, and modern tech. Anchored by beloved cast, symbolic references, and cinematic framing, the campaign highlighted how the Google Pixel 10 empowers everyday users to capture film-worthy moments with ease.
The content resonated strongly with audiences seeking comfort, nostalgia, and joy during the festive season — and capitalised on fresh Google Search Trends showing Love Actually as the UK’s most searched Christmas film of all time. The main campaign was supported by social videos, exclusive behind the scenes, and influencer content.
THE RESULT:
'It's Pixel, actually' was Google Pixel’s first-ever Christmas ad, and it racked up nearly 1 million organic views in just 24 hours!
Love Actually © Universal City Studios LLC. All Rights Reserved.
THE EXPERIENCE
Born Licensing managed the entire licensing process end-to-end, from initial feasibility and rights negotiation to creative approvals and final sign-off. By working hand-in-hand with all parties, we ensured Love Actually’s charm, nostalgia, and emotional resonance were not only preserved, but celebrated in a way that felt both iconic and modern.
BORN LICENSING’S WORK >
