Google's latest U.K. commercial is narrated by Marcus Rashford, the young England soccer player who has become known this year for his stance on political and social issues as much as for his talent on the pitch.
The spot, created by Uncommon Creative Studio, examines the power of asking questions, particularly those around U.K. culture and identity. "It's OK not to know...to be curious," says Rashford, as we see images such as a white boy greeting his Black friends with the word "wagwan," a school boy looking out of a bus window at Muslims praying at a mosque. Other scenes include a man looking uncertain at an Irish dance, a woman peering out of her window at Asian neighbors letting off fireworks and a garage worker noticing that a colleague seems unhappy.
We then see people using Google to ask questions such as "Who can use wagwan," "What is a ceilidh?" and "How to check on someone." Rashford himself appears on camera at the end of the spot, with the words: "It's not our questions that define us. It's what we do with the answers."
The film also shows a well-known mural of the player, created last year in Manchester in recognition of his efforts to tackle food poverty in the U.K. during the pandemic. Rashford's campaigning to insist that children were given free school meals during the lockdown was eventually heard by the government, with Prime Minister Boris Johnson changing his mind on the issue. The mural was defaced following the racist backlash after England lost in the Euro 2020 final.
The spot is running until the end of October on TV, social and online media. It was produced by Somesuch and is set to the soundtrack "Territory" by The Blaze. It will also be accompanied by a YouTube content campaign consisting of several episodes with celebrities exploring the theme of allyship, and an outdoor campaign encouraging people to ask questions such as "why do people take the knee."