Google’s First Super Bowl Ad Shows its Softer Side
By Brennon Slattery
Google doesn’t tend to show itself off. Why would it need to? It’s a household name, often synonymous with search, the go-to search engine. Even if Google didn’t flood the news on an almost daily basis, at this point, it’d be impossible to ignore its influence. Yet still, Google dug deep into the television advertising gambit on Sunday, airing a heartwarming spot during the be-all, end-all destination for ads: the Super Bowl.
The ad, called “Parisian Love,” aired during the third quarter of the big game. In 53 seconds, “Parisian Love” tells the story of a budding romance that leads to marriage. Even the most cynical viewer had to find something sweet within the clip, which relied on Google searches and cutesy music.
We had some hints that Google would splash its brand around during the Super Bowl, primarily because of a tweet from Google CEO Eric Schmidt.
“Parisian Love” isn’t new; it made its debut last November as part of Google’s Search Stories campaign, which has a dedicated YouTube channel. The seven stories contained within run along the same vein of reminding us how Google has become a central part of our everyday lives and adventures. (My personal favorite is a hat-tip to literary icon Jack Kerouac, shown below.)
The Search Stories videos likely stemmed from another “Look how awesome we are” promotion that features real-life tales of Google’s do-goodery. And frankly, these types of pushes couldn’t come at a better time. After the DOJ slammed the Google Books deal, and Google embarked on a sketchy collaboration with the NSA, the company’s reputation has skidded downhill. Only time will tell whether the Super Bowl advertisement’s effectiveness alters public perception of the search giant.