In its Super Bowl commercial, Google tells an engaging little story of romance with simplicity and elegance. Appropriately, it uses keywords and search results only.
Its logo is onscreen almost the entire time, while it demonstrates several of its features and benefits. It effectively offsets Bing’s recent efforts at malignment.
Not only was the spot inexpensive to produce, but it stood out from the sophomoric humor and over-the top production of the majority of the commercials.
Erik Sherman, in his negative review of the spot at BNET, misses the point that by airing the spot in the Super Bowl, Google reached millions and millions who haven’t already seen it on YouTube.
Smart marketing all the way around.
Which spot do you feel was most effective?
I can’t agree more, Kirk. They told a captivating brand narrative that not only showcased product features, but also remained true to a core brand value (simplicity). Coupled with an uninvasive way to display their logo throughout and the low-cost, Google wins in multiple ways.