Google’s Love Story: the best Super Bowl XLIV commercial - kenny chung : the frequency

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I would be remiss if I didn’t blog about Super Bowl XLIV commercials. I thought last year’s showing was pretty weak (a sign of companies cutting back ad spending), but this year was far worse. There were few that made me laugh out loud, think about something poignant, or really feel any connection to a brand or product.

That is, until Google debuted this wonderful ad titled “Parisian Love”:

Watching it made my jaw drop. It was moving, impressively simple, and 100% Google. It positioned Google as a product anyone at any stage of their life will find useful. It clearly conveyed the point that everybody needs to be using Google. All of the search engine’s many features (translations, maps, directory listings, web definitions, etc.) were seamlessly integrated into the storyline. But it was also simple. It was almost exclusively words typed onto a screen. Anybody with a video editing program could’ve created it from their bedroom.

So why did Google decide to purchase a Super Bowl spot? Maybe the execs felt that Yahoo and Microsoft becoming bedfellows pose a serious threat to Google’s search engine market share. Or maybe it was to combat Apple, who also touts simplicity and usability with all its products, especially the iPhone. But then again, Google has also burst onto the mobile handset scene with its Android operating system. However, this will be a discussion for another time.

Throughout the night, I updated my twitter @kennySHARKchung with my thoughts regarding each commercial break. I decided to create a bracket system that got a little messy; I refined it with some minor changes, and you can see how I decided on my favorite ad by clicking the thumbnail below:

Do you agree or disagree? Leave a comment.

I’ll do a more in-depth analysis of the Super Bowl spots and other honorable mentions.

Update: Turns out Google didn’t even create that ad specifically for the Super Bowl. It’s been available online for 3 months. Somehow I find that more impressive. Sounds like they have ultimate faith in their creative (not to mention the input of the public).

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