Search On
Posted by Jaci Russo
There will be a lot of writing this week about the Super Bowl ads, maybe even a little writing about the game that was played in between the spots.
Most of the articles will focus on the high end expensive spots - big budget and big production value. Some of the articles will analyze the spots geared towards men and built a house out of cans. Other articles will analyze the risque spots that use sex to sell. But it will be truly interesting, when the dirt has settled, to see which spots were effective. The spots that are considered successful because they actually made a connection with their consumer. Maybe it will be the Denny’s stunt of giving away ‘Grand Slam’ breakfast meals. Or the really large number of self-serving CBS spots to promote their own tv shows.
In terms of a spot that really changed the conversation, it would have to be this spot, Parisian Love, by Google. It is part of their ‘Search On’ campaign. The series illustrates a story through the steps of a search on Google. The stories are simple and results from the searches tell the tale.
No big special effects.
No famous spokesperson.
Just a compelling relate-able story.
Why is the series so compelling? Here are just a few reasons:
- Show don’t tell. There is no voice over telling the viewer that Google is easy to use. It is well demonstrated through the use of Google itself.
- Depth of service. The series of searches demonstrates mapping feature as well as street views that are all available when using Google.
- Ease of Use. Even when you misspell a word Google knows what you really want and suggests the correct choice.
They aren’t talking about their features. More importantly, they are demonstrating the benefit to you, the consumer.
Then, Google wraps it all up in a bow by making an emotional connection with the viewer. Who knew search could be so romantic.
Branding is all about the emotional connection. People don’t really make choices based on rational reasons - it’s the emotional ones that dominate. Through the emotional connection, Google changes the conversation and makes Bing look like a 2nd rate choice.
This is what Super Bowl spots are supposed to - make you think, make you feel, make you laugh - connect.
Okay, so what was your favorite spot?
