You can call it the circle of life. As BlackBerry throws in the hardware-making towel, Microsoft admits Windows Mobile defeat, HTC, Sony and Lenovo all cut back on expenses and high-profile smartphone releases, several new players arise.

But we’re not just talking about China’s innumerable rising stars. Google is also somewhat unexpectedly pushing for mainstream recognition in a field where it previously had no problem helping others shine. The tables have officially turned, with HTC assuming silent partner duties, and Big G doing everything in its power to take advantage of Apple’s creative slump and Samsung’s quality control failures.

By everything, we do mean every single thing you can imagine, from exclusive software goodies baked into the Pixel and Pixel XL to innovative new services and especially aggressive marketing. How aggressive? To the tune of $3.2 million reportedly spent on TV ads alone within 48 hours of the two phones’ launches, and “hundreds of millions more” in the months to come.

While the Mountain View-based search giant is yet to confirm numbers, a high-ranking product management executive did hint at a “very significant marketing campaign” in a quick discussion with Reuters, rivaling those of the iPhone 7 and pre-explosions Note 7. Now it remains to be seen just how effective will the frequent commercials prove, as well as other publicity stunts pulled online, in newspapers and traditional billboards.

Source: Reuters