The spot, directed by Mill+ director Tom Wansbrough - Jones, features a series of Take That inspired animations moving through the Google Play logo, evoking memories of their vast history as well as displaying their new look in the space of just 30 seconds.
Tom comments, "Using a mixture of 2D, 3D and hand drawn 'Flash' animation, we did whatever we could to push the boundaries of what we were allowed to create using the Google Play prism. It was great to have such a diverse team in place to create the right elements in whatever format felt right for any given moment.
It felt essential to break out of the prism wherever possible into full screen moments to help with the visual impact of the ad. This also meant crafting particular moments of animation to hit the right beats in the track.
The 'iconic moment' chosen are a great tribute for the fans to look out for. It's one of those ads that you want to watch over and over as there's always little details to discover that you might have missed the first time around.
One of my favorite moments is when the tape cassette is rewound whilst Howard, Mark and Gary share moments from some of the most memorable music videos of their past. It's a fantastic way to keep the viewer engaged, whilst they try and figure out what each video is, rather than show the videos themselves."