In Google’s latest campaign, comedian and actress Magda Szubanski reprises her beloved character Sharon Strzelecki to demonstrate how Aussie businesses can grow using Google’s new AI-powered ad tools. Sharon, now the proud owner of the fictional “Bowled & Beautiful” hairdressing business, showcases a range of ad tools to attract customers.
This campaign comes at a time when challenging economic conditions are making it difficult for many businesses to attract new customers. According to recent research from Google and Kantar, nearly two-thirds (61 percent) of Australian small and medium businesses (SMBs) cite acquiring new customers as their top challenge.
To address this, Google has launched several AI-powered tools in Australia, including:
- AI-Powered Sign-Up Process: This tool automatically pulls text and images from a business’s website, saving time and facilitating a quicker start.
- Performance Max: This simpler AI-powered campaign type is now the default for new advertisers. It delivers 27 percent more conversions at a similar average cost per acquisition compared to standard Google Ads Search campaigns.
- Free Tools like Product Studio and Asset Generation: These help businesses quickly create ads using Generative AI, and the generated assets are kept by the users.
Sharon Strzelecki, known for her humorous and relatable character, fronts the campaign, highlighting the ease of using these tools. The narrative shows even an accident-prone indoor leg-spinner and small business owner from Fountain Lakes can manage it.
Magda Szubanski shared her thoughts: “Shaz is a very special character, and I wanted to ensure her evolution into a business owner stayed true to her spirit as an everyday Aussie giving it her best shot. Working with Emotive and Google allowed us to tell an authentic story. Shaz helping her fellow entrepreneurs is exactly the type of person she is!”
The campaign includes a mini-mockumentary film, shorter ads (60s, 30s, 15s), and an in-depth ‘how to’ video where Sharon walks viewers through setting up Google Ads. There’s even a cameo from former Australian cricket legend Adam Gilchrist.
Research from Kantar shows that 82 percent of marketers who have adopted AI tools in their campaign management report improved marketing performance and efficiency.
Mark Wheeler, Director of Ads Marketing at Google Australia, stated: “We know that SMB owners are among the most time-poor people on the planet, and in today’s economic climate, they need their marketing to deliver more with less. That’s why we’re excited about the integration of Google AI into our Ads solutions – it’s delivering better performance and making it easier to manage. At Google, we’re committed to putting this powerful technology in the hands of all Australian businesses, regardless of their size or budget.”
To further blur the lines between fiction and reality, Sharon also makes an appearance on David Koch’s “Kochie’s Business Builders” program on Channel 7 and has launched her own Bowled & Beautiful website.
David Koch commented: “Being successful with digital advertising is a must for SMBs. Marketing is always the number one challenge SMBs talk to me about. So it’s fantastic to see Google Ads harnessing AI and continually improving. Launching the message with Sharon in such an engaging way has been a real blast.”
Zane Pearson, Director at Emotive Production, added: “It’s been a thrill working with a comedic genius like Magda. When we set out creating the ad, we knew it was critical to build an authentic world for Sharon, ensuring the audience would engage deeply with the story. Plus, since this is a YouTube-led campaign, we weren’t limited to the classic 15 or 30-second ad format. This creative freedom allowed us to tell the story in the most engaging way.”
The campaign rolls out across digital ATL, social media, and select media integrations starting July 1.
- Google AU: Mark Wheeler, Duncan McGrath, Martin Dowling, Dana Markovic
Emotive Creative & Production: Ben Keep, Ben Sampson, Hayley Ritz-Pelling, Jess Ameduri, Michael Dawson, Michael Hogg, Monika Vidovic, Rebecca Love-Williams, Rory Pearson, Sam Gadsden, Simon Joyce, Sophia Delimihalis, Tyler Ronaldson, Zane Pearson
Research & Insights: Pollinate & Kantar