Most people know Google for its software prowess and the multiple services literally billions of people use every single day, but seeing Google-branded products is still a bit weird. The company knows that, and given its commitment to hardware, it’s no wonder why it’s trying to change your mind about its status as a legit competitor in that realm.

And how exactly is it doing it? Well, for a start, it is pouring serious money in advertising… teasing a product’s launch. Exactly; Google isn’t pushing any specific product — yet —, it’s simply letting everyone know that there’s something on the horizon, and that it’s going to be “Made by Google”.

We first saw a confirmation of its upcoming hardware event a couple of days ago, when the Mountain View firm unveiled a dedicated website alongside a teaser video showing its iconic search box morphing into what seems to be the outline of a smartphone.

And now, that same image is being enlarged to building wall-sized billboards (almost Samsung-like) across the globe, particularly in New York City. Now; Google has pushed its hardware via advertising before — particularly last year’s 6P and 5X Nexus devices — but they never got even remotely close to this aggressive.

Hell, in NYC there even is a full blown statue replicating the Oct. 4 – smartphone – “G” logo layout, with a big #MadeByGoogle “real life” hashtag. We’re legitimately entering Samsung/Apple territory here, and we expect the advertising to be pushed even further once the Pixel and Pixel XL (and all the rest of the gear) are announced.

If anything, this is further indication that the company is going all-in on its hardware efforts, which will likely extend far beyond the two Pixel smartphones. Rick Osterloh may have become the firm’s hardware supervisor just a few months ago, but Google has everything but rested on its laurels. Here’s to hoping that the results won’t disappoint.

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