November 15, 2013
New Google Ad will make you cry, without understanding a word that is said
I remember this old P&G advertising guy who always said “you know you have a good spot if you can turn the sound off and still get the ad”. Try that one time and see if it works because it’s very hard.
Here is a new Google ad where there is no English at all and yet the story is easy to follow. If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video. I watched it without understanding one word that was spoken and I was able to follow along. And i cried.
The ad is beautifully shot, and feels more like a mini-movie than a TV ad. Well, it is 3 minutes and 32 seconds. They stay authentic to the culture, with great visuals, music and language. The story is simple–about two friends who have not seen other since their childhoods.
The ad shows how much we rely on Google for looking up, finding, tracking or just checking any little thing that makes our lives just a little bit easier. It captures our attention, getting millions of likes already as it’s being passed around social media networks like Facebook and Twitter. it involves the brand throughout without too much branding. The tears generated at the end makes you want to pass it on, so they can experience what you just did. Well done.
The irony of Google, is they have done some of the best Ads this century–most notably the Google Parisian spot, which they aired during the Super Bowl a few years ago. That spot was deeply engaging, showing how much we rely on Google in our lives. I love this spot.
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This entry was posted in Beloved Brands in the Market and tagged in ad age, Advertising, Brand, brand concept, brand mangement, brand manger, brand plan, brand positioning statement, brand strategy, creative brief, customer value proposition, CVP, google +, grandfather, india, indian, Marketing, marketing management, paris, parisian, positioning, reunion, Target Market.
Graham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. Beloved Brands has a robust Client list that includes NFL Players Inc, NFLPA, Pfizer Consumer Healthcare, Earls Kitchen + Bar, 3M, 649 Lottery, Sunlight, Carlsberg, Slimquick, Red Racer, Shagri-la Hotel, Canada’s Wildlife Health and Fluke.View more posts from this author