Google had one of the most inclusive Super Bowl commercials last year. Its 60-second ad for its Pixel 8 phone was partly filmed with a camera obscured by petroleum jelly, a choice blind director Adam Morse made to transport people into the point of view of a blind character, Ad Age earlier reported. The tech giant worked with agency Gut Miami and the commercial, “Javier In Frame,” tells the story of a blind man who falls in love and starts a family.
“By collaborating with a director who is blind and by centering accessibility, the ad moves beyond tokenism or simple casting into authentic, experience-driven representation,” Horizon Media's Smith-Wilson said.
She said the ad “thoughtfully portrays the experience of a visually impaired man,” helped by Google’s AI-driven accessibility features, “but it doesn’t end there.”
“The choice of the featured couple further reflects the richness of modern relationships, showcasing real-world diversity in a way that feels organic, deeply human and centered on our shared experiences,” Smith-Wilson said. “This ad underscores that inclusion is about more than optics or taglines—it’s about setting a new standard for advertising that prioritizes authenticity, meaningful representation, impact and a critical understanding of nuance.”
Keely Cat-Wells, entrepreneur and disability rights activist, and Storm Smith, an independent creative director and consultant and disability rights activist, also praised “Javier In Frame” for doing “a great job for disability representation.”
“By authentically portraying Javier’s experience as a blind photographer, the campaign shatters preconceived notions of ability, proving that creativity knows no limits when accessibility is prioritized,” Smith said. “More than just representation, it immerses the audience in Javier’s world, allowing them to feel his perspective and experience his artistry through his own lens. This campaign is a bold reminder that innovation thrives when it embraces diversity, reinforcing that technology isn’t just about function—it’s about unlocking human potential.”