The first time I saw this Google ad from India, even though I could not understand the language. And, I realized the great storytelling was obvious enough to follow. What a great example of emotional and creative advertising.
Years ago, there was this old P&G advertising guy who always said: “you know you have a good TV ad if you can turn the sound off and still understand your ad.” Try that rule and see if it works on this ad. Essentially, it forces the ad to be simpler.
Google India ad
Google "reunion" ad from India
Here is a new Google ad where there is no English at all and yet the story is easy to follow. I watched it without understanding one word and was able to follow along. And I cried.
To view, use the arrow button.
Beautifully shot, 3 1/2 minutes, this ad feels more like a mini-movie than a TV ad. It stays authentic to the culture, with great visuals, music, and language. A story is simple–about two friends who have not seen other since their childhoods.
With Google, it shows how much we look up, find, track, or just check any little thing that makes our lives just a little bit easier. The ad 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 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.
Google Super Bowl ad
Google "Paris" ad
Another Google ad uses nothing but words, typed into the search bar, yet tell a romantic story.
To view, use the arrow buttons
Advertising Decisions
The ABC's of Advertising: Attention, brand link, communication stickiness
Here are four questions to ask:
- First, is it the creative idea that earns the consumer’s attention for the ad?
- Then, is the creative idea helping to drive maximum brand link?
- Next, is the creative idea setting up the communication of the main consumer benefit?
- And, is the creative idea memorable enough to stick in the consumer’s mind and move them to purchase?
To illustrate, click on the ABC’s of advertising to see details.
The best marketing execution uses in-the-box creativity. Indeed, we believe there is great marketing execution that uses emotional advertising, humor, feel-good ads, and consumer insights.
Importantly, we have posts on writing creative brief, running the advertising process, making advertising decisions, and media plans.
Moreover, read how to conduct your own marketing research, social media plans, and how to lead the innovation.
