Well it seems hell finally froze over. Google payed a gazillion dollars for a Superbowl spot.
But the point is that it was a fantastic spot. One that had me speechless a few months ago when it hit Youtube.
It’s called Parisian Love:
It’s been a bit of a mantra that good brands or products have the marketing baked into them.
Yet the theory is a lot easier than the practice and apart from Hotmail and Nike+ most people can’t cite any success stories from the top of their head.
Of course that might be because in those cases the marketing is a tangible thing, the tracker in my shoe’s sole, or the line “Get your own free Hotmail account” at the bottom of every mail.
In the era of social media however, doing whatever that makes your product become a conversation topic, is baking in the marketing. Coke’s new soda fountains, selling socks by the three.
Those are smart.
But what’s even better is when you don’t even HAVE to resort to efforts like those.
Because your product or brand is already a conversation topic.
Just because _it’s so damn good_.
Google search.
Almost everything Apples does.
Yet, oh the irony, Apple does advertise.
And Google became the mogul it is now without ever advertising…. until last night when it aired it’s first TV commercial.
Now I could go on about the why, but what interests me is the how.
What these ads have in common.
The Google ad above and the iPhone ads hereunder.
What they have in common is the following: they’re product demos.
They tell a wonderfully crafted story, through a product demo.
And they can, BECAUSE THEY’RE SO DAMN GOOD.
They don’t have to use shiny happy people and show how their product made those people even shinier and happier or try to make the ads funny so they’d be remembered.
Product demos.
Period.
So it seems to me that what we got on our hands here is a New Marketing World Order of Awesomeness.
And the hierarchy is the following:
Tags: Advertising, apple, demo, google, new world order, product demo, superbowl
agree but 2 easy
The best products in the world idd don’t need much advertising.
And brands should focus on customer experience and added value.
But the challenge is in the commodity products where advertising stays relevant. Is a brand unremarkable for this reason. Don’t think so. Apple offers a pretty unique user-experience which is not a matter of taste but a fact. For commodity products personal preferences and taste are much more important. Don’t think there is a new world order because most product are still playing in the domain of commodity. But what has changed is that if you have an awesome product it will be much easier to communicate through WOM and social media and other cool buzzwords. My2cents
Either I don’t understand, or you’re saying commodity products = #3.
Yes, I agree.
But then again, there’s no future in commodity products. Read No size fits all.
Interesting that Google chose a very emotional and non-technical subject for the ad. They want to get into our hearts it seems.
I was not awestruck by the ad at all. In fact, I found it a bit hard to follow as I stood in front of the TV due to the speed.
The reality of the search experience similar to what they romanticized is a little more prone to disappointment and failure.
The message, “trust you true love to Google”, well it leaves me speechless. Maybe they just wanted to throw traditional media a bone, or have more money than they know what to do with? I don’t see competition as the motivation. I think it was all about image, supporting the “do no evil” tenant. I am sure someone has a better theory to explain a Google SuperBowl ad.
I don’t know about the subject being emotional or technical.
Form or subject?
What’s the subject, the product demo or the love story?
Depending on that answer, form would be the other one.
Frankly I don’t think there’s much to be sought behind the _Why_ of Google advertising during the SuperBowl.
They released this ad months ago on Youtube. It was made by an intern. I think they just had some spare cash and figured what the hell.
Still fun to theorisize though.