It all started when hell froze over at the 2010 Super Bowl.
It was just the frigid situation that Google founders had said would have to happen if theyd ever spend money on a TV ad. Then-CEO Eric Schmidt had even called the big game the last bastion of unaccountable spending in corporate America.
Yet, here they were.
The commercial itself was called Parisian Love, and true to Googles original intentions, it was not created with such crass commercial intentions. In a blog post on Super Bowl Sunday 2010, Schmidt wrote, We didnt set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and its had such a positive reaction on YouTube, that we decided to share it with a wider audience.
Google had long been the digital advertising platform of choice for everyone from the Fortune 500 to your local barber, but it was this spot a decade ago that signaled the companys shift to creative advertising to sell itself. As a first-ever TV ad, it was flawless. A love story told with just a search bar. Product demo as dramatic narrative device. And it was a hit, becoming one of the most memorable ads of that year.
Since then, Google has become one of the worlds biggest and best creative marketers, even winning Cannes Lions Marketer of the Year honors in 2018. This shift was a necessity over the past decade, as its product offerings expanded far beyond search into hardware like mobile phones and smart speakers, where Google was an underdog. Its also become more important as brand marketing as the overall scrutiny of Big Tech has intensified.Its likely a major reason why Google has escaped the same kind of brand black eyes that have tarnished Facebook, despite the company having plenty of its own issues when it comes to not just personal privacy but also toxic content, likeYouTube being manipulated by pedophiles. The company, like most major corporations, balances its darker practices or policies with a more family-friendly outward facing image. In Googles case, its used these past 10 years to master the art of selling us a humane tech utopia.
Parisian Love wasnt created by a hotshot ad agency but instead by a handful of students dubbed the Google 5, working within Google Creative Lab, which had launched in 2009 to find a bridge between technology and traditional creative expression. Their brief, according to Lab executive creative director Robert Wong, was to remind people what they love about Google search and highlight some features they might not know about.
A year later, to promote the companys Chrome browser, Google Creative Lab worked with agency BBH to expand on the emo-product demo genre with Dear Sophie, in which a new dad uses all of Googles tools to create a digital scrapbook chronicling his daughters life and his messages to her.
The 2011 ad won Google ad industry accoladesand further established the brand as an emerging creative power. Chief marketing officer Lorraine Twohill, who joined Google in 2009, told me in 2018 that this ad was a significant turning point. In the early days, we had a Chrome digital-only campaign, which was about three things: safety, simplicity, and speed. Very rational, Twohill said. That did get us so far, but no one gets out of bed in the morning and says, I need a new browser. What changed the game for us was to go out and create The web is what you make of it, which is essentially a brand campaign about people using the web to make their lives better, with stories like Dear Sophie. Its as big a milestone as Parisian Love, at least internally. It really paved the way for us to do more of that kind of work.
In 2013, the company mined its products many uses for incredibly emotional stories. Two of the most popular centered around India, a country in which the company just happened to be aggressively building its user base. In October of that year, we heard how Australia-raised Indian orphan Saroo Brierley found his birth family using Google Maps. His memoir of the experience eventually became the critically acclaimed film Lion, which nabbed star Dev Patel an Oscar nomination.
A month later, Google India posted Reunion, telling a heart-warming story of two best friends out of the horrors of partition.
A sure sign of creative ambition is branching out to commercial work to projects that arent immediately identifiable as ads but are still unmistakably marketing opportunities. The most ambitiousand still one of the best-ever examples of branded contentis probably when Google Creative Labs Aaron Koblin, now cofounder and president of VR/AR company Within, worked with Arcade Fire to create an interactive music video for Chrome. It won a 2014 Emmy for Interactive Media.
To launch the new Pixel phone in 2016, agency Droga5 tried to leverage all the goodwill that Google had built up over the years. Executive creative director Kevin Brady told me that given how competitive the phone market was, Google was its own best differentiator. Our biggest creative challenge was to introduce people to the Google they know and love in a new format, a phone, Brady said. And around the globe, the most recognized connection to Google is the search bar. Sure, they have done so many other amazing things, but this one shape is the clearest and simplest symbol of all the smarts of Google. Once we realized that, and of course noticed that the shape of our phone was also a rectangle, but a very different shape, we had our campaign. It was building on a truly ownable and iconic equity that everyone could relate to and understand.
This vibe continued a year later with the Pixel 2 spot Ask More, which was essentially the brand anticipating all the questions wed have about the new phone.
Rounding out the decade, Google has wandered away from the everyday user, joining its rivals Apple and Amazon in recruiting celebrity talent to be just like the rest of us with technology.
This began in earnest in 2014 when the brand enlisted FKA Twigs to promote Google Glass. However cool she made the early augmented reality wearables seem, she alone couldnt save them.
Last Christmas, the company imagined a present-day Home Alone, complete with the real Kevin McCallister. In May, Awkwafina and 2 Chainz complained about the limitations of other devices at a nail salon.
Although these spots are undeniably conventionalalbeit grand in their own wayGoogle hasnt wholly abandoned its tech-tinkering roots. Look no further than its recent partnership with Dominos that delivered Cyber Monday Pixel 4 orders with pizza.
That first Super Bowl ad, Parisian Love, aired on February 7, 2010. Three days later, the company announced Google Fiber, which would build gigabit internet in municipalities. It would be a harbinger of perhaps the most surprising attempt at R&D as marketing since the heyday of company pavilions at the Worlds Fair.
Years before Amazon and its protracted (and seemingly cynical) search for a second headquarters, Google had a legitimate phenomenon on its hands, with consumers begging for the possibility of Google bringing ultrafast internet to their hometowns. In fewer than two months, 194,000 people wrote Google on behalf of their cities and 1,100 localities applied.
When Kansas City got the nod for the first installation, it genuinely transformed the city, at least for a time.
Soon after, people would learn that Google had its own R&D lab, mysteriously dubbed Google X (and later just X), and as word of the wild projects being tried within dribbled into the publicself-driving cars! hoverboards! space elevators! internet balloons!they served to burnish Google in a way that no 30-second spot or branded campaign ever could. This was the place where the future was being created. This was the Bell Labs of the 21st century.
The company embraced and co-opted the word moonshot to signify its ambitions, and it worked.Although the disparate projects that burbled out of the X lab were genuine in their intent, they undeniably served this double purpose for Google. They were great marketing, particularly in the fight for talent in Silicon Valley, and for the public they helped blunt any bad news about Google that came to light, from NSA whistleblowerEdward Snowdens revelations to Google Photos algorithmsracist labeling pictures of black people.
The company spent $4.4 billion on these Other Bets in 2016, which was less than 10% of its total operating costsin other words, not too bad as marketing budgets go, though pressure from investors as well as internal concerns about this kind of spending on long-term projects ultimately started to rein this in. When cofounders Larry Page and Sergey Brin decided to step away from any operational role in December 2019, it seemed to symbolize an end to this era of moonshot marketing.
But the halo from this decade of investments is likely to shine for a long time to come.
Googles met its biggest challenges over the last decade with marketing that managed to entertain, inspire, and yeah, sell a lot of products and add a lot of users.
The companys going to need every ounce of skill its built over that time to face perhaps the most significant challenge of the next decade. Thanks to the proliferation of smart devices, such as AI-enabled virtual assistants like Google Assistant, this next decade isnt about convincing people to buy its products over a competitors but rather assuring them that these very products arent a security threat, an existential oneor both.
Googles 2019 Super Bowl ad hinted at that, framing the always-on assistant as a bridge between cultures. One hundred billion words is a lot of listening.
Beyond selling a product, Googles marketing is now selling a version of society that more and more people are wary of buying into.
Its going to take a lot more than a twee version of Country Roads to win them over.
Excerpt from:
Why Google was the most important brand marketer of the 2010s - Fast Company
- The Google One VPN service is heading to the Google graveyard - The Verge - April 16th, 2024 [April 16th, 2024]
- Google One is losing a lot of its appeal, but Photos has me locked in - Android Authority - April 16th, 2024 [April 16th, 2024]
- Google intensifies fight against YouTube adblockers - Ghacks - April 16th, 2024 [April 16th, 2024]
- Google One VPN Is Bound for the Google Graveyard Later This Year - CNET - April 16th, 2024 [April 16th, 2024]
- Google's next foldable could be the Pixel 9 Pro Fold and finally get flagship specs - TechRadar - April 16th, 2024 [April 16th, 2024]
- Meta and Google announce new in-house AI chips, creating a trillion-dollar question for Nvidia - Fortune - April 16th, 2024 [April 16th, 2024]
- Grow with Google launches a new generative AI course for educators in collaboration with MIT RAISE - The Keyword | Google Product and Technology News - April 16th, 2024 [April 16th, 2024]
- Google is shutting down Google One VPN because 'people simply weren't using it' - ZDNet - April 16th, 2024 [April 16th, 2024]
- Google's Pixel 8A leaks in all colors including a bold green - The Verge - April 16th, 2024 [April 16th, 2024]
- Milan Design Week 2024: Google and Chromasonic Transform Light Into Sound for Making Sense of Color Exhibition ... - Cool Hunting - April 16th, 2024 [April 16th, 2024]
- Something strange might happen to the Google Pixel Fold 2 - Digital Trends - April 16th, 2024 [April 16th, 2024]
- Google begins removing California news from search in response to Journalism Preservation Act - Sacramento Bee - April 16th, 2024 [April 16th, 2024]
- I tested the Google Pixel's Long Exposure photo mode and it's another reason to leave my pro mirrorless camera at ... - TechRadar - April 16th, 2024 [April 16th, 2024]
- iOS 18Apple Issues New Blow To Google With Bold AI Privacy Decision - Forbes - April 16th, 2024 [April 16th, 2024]
- Google Wallet 'verify it's you' request appears minutes after unlock - 9to5Google - April 16th, 2024 [April 16th, 2024]
- Google Will Open Its Magic Editor AI Photo Tools to Everyone for Free, With a Catch - CNET - April 16th, 2024 [April 16th, 2024]
- The Google Pixel 8a leaks twice, hinting at its design, and four color options - TechRadar - April 16th, 2024 [April 16th, 2024]
- Google Vids is Google's fourth big productivity app for Workspace - Ars Technica - April 16th, 2024 [April 16th, 2024]
- Google working to prevent accidental Circle to Search activations - 9to5Google - April 16th, 2024 [April 16th, 2024]
- Google Unleashes 'New Era Of Productivity' With AI Agents: Partners - CRN - April 16th, 2024 [April 16th, 2024]
- Did you even use the Google One VPN? [Poll] - 9to5Google - April 16th, 2024 [April 16th, 2024]
- Faced with possibly paying for news, Google removes links to California news sites for some users - ABC News - April 16th, 2024 [April 16th, 2024]
- Google Chrome removes side panel button in favor of pinning - 9to5Google - April 16th, 2024 [April 16th, 2024]
- Google and Chromasonic make sense of colour at Milan Design Week - Wallpaper* - April 16th, 2024 [April 16th, 2024]
- Google and MIT launch a free generative AI course for teachers - ZDNet - April 16th, 2024 [April 16th, 2024]
- The Google Pixel 7a is on sale for a new low of $349 - Engadget - April 16th, 2024 [April 16th, 2024]
- Here's how the Google Pixel 9's new modem will power satellite connectivity - Android Police - April 16th, 2024 [April 16th, 2024]
- Here's 16 pages of what Epic wants after winning its Google app store lawsuit - The Verge - April 16th, 2024 [April 16th, 2024]
- When Parkinson's anxiety, Google Maps, and texting collide - Parkinson's News Today - April 16th, 2024 [April 16th, 2024]
- Google Meet slides in time-saving UI update for its toolbar on desktop - Android Central - April 16th, 2024 [April 16th, 2024]
- Google AI podcast: 6 conversations with global leaders - The Keyword | Google Product and Technology News - April 12th, 2024 [April 12th, 2024]
- Nvidia, Google Expand Partnership With Nvidia Blackwell Coming to Google Cloud in 2025 - Investopedia - April 12th, 2024 [April 12th, 2024]
- Google partners with Bayer on new AI product for radiologists - CNBC - April 12th, 2024 [April 12th, 2024]
- Exclusive: Google Workers Revolt Over $1.2 Billion Israel Contract - TIME - April 12th, 2024 [April 12th, 2024]
- Google's new Arm-based CPU will challenge Microsoft and Amazon in the AI race - The Verge - April 12th, 2024 [April 12th, 2024]
- Google releases first Android 15 beta with improved performance and edge-to-edge display by default - SiliconANGLE News - April 12th, 2024 [April 12th, 2024]
- Google's Gemini 1.5 Pro can now hear - The Verge - April 12th, 2024 [April 12th, 2024]
- WPP and Google Cloud forge groundbreaking new collaboration to lead generative AI-driven marketing into its next ... - WPP - April 12th, 2024 [April 12th, 2024]
- These Google Photo Editing Tools Will Be Free Soon - Lifehacker - April 12th, 2024 [April 12th, 2024]
- I shot the eclipse with an iPhone 15 Pro Max, Google Pixel 8 Pro and a Samsung Galaxy S23 Ultra here's which one ... - TechRadar - April 12th, 2024 [April 12th, 2024]
- Responses To Google Search About Amarillo - 101.9 The Bull - April 12th, 2024 [April 12th, 2024]
- Google announces Axion, its first custom Arm-based data center processor - TechCrunch - April 12th, 2024 [April 12th, 2024]
- Google and world's largest ad group announce landmark AI collaboration - Search Engine Land - April 12th, 2024 [April 12th, 2024]
- Google releases 'prompting guide' with tips for Gemini in Workspace - 9to5Google - April 12th, 2024 [April 12th, 2024]
- Google Photos is making its AI photo editing tools available for all users - Mashable - April 12th, 2024 [April 12th, 2024]
- Orange Expands Partnership With Google Cloud to Use AI and GenAI Across Workstreams and Geographies With New ... - PR Newswire - April 12th, 2024 [April 12th, 2024]
- Google finally launches its Find My Device network. Here are the Android models that support it - ZDNet - April 12th, 2024 [April 12th, 2024]
- Google Store now accepts trade-ins for the Pixel Tablet - 9to5Google - April 12th, 2024 [April 12th, 2024]
- Google's Find My Device network has finally launched and the Pixel 8 gets special tracking powers - TechRadar - April 12th, 2024 [April 12th, 2024]
- Alphabet Stock Rises Amid Introduction of AI Products - PYMNTS.com - April 12th, 2024 [April 12th, 2024]
- Discover the Czech National Library's treasures with Google Arts & Culture - The Keyword | Google Product and Technology News - April 12th, 2024 [April 12th, 2024]
- Google's Gemini Pro 1.5 can now hear as well as see what it means for you - Tom's Guide - April 12th, 2024 [April 12th, 2024]
- Next Vision, or Vision Next? What we really thought about Google and Intel's AI events - The Register - April 12th, 2024 [April 12th, 2024]
- Google Wallet on Wear OS isn't as convenient as it could be - Android Police - April 12th, 2024 [April 12th, 2024]
- Google AI's Updates Show Its Ambitions To Go Beyond Automating Tasks As It Aims To Revolutionize Business ... - Yahoo Finance - April 12th, 2024 [April 12th, 2024]
- Google Workspace gets a game-changing security feature - Android Police - April 12th, 2024 [April 12th, 2024]
- Google Flights says these are the top summer travel destinations of 2024 - Fox Business - April 12th, 2024 [April 12th, 2024]
- Google Built Its Own Server CPU in Blow to Intel and AMD - The Motley Fool - April 12th, 2024 [April 12th, 2024]
- Google Photos on Android seems primed to pick up a 'recover storage' option - Android Central - April 12th, 2024 [April 12th, 2024]
- Former Google Deepmind Researchers Assemble Luminaries Across Music And Tech To Launch Udio, A New AI ... - PR Newswire - April 12th, 2024 [April 12th, 2024]
- Google parent Alphabet says AI helped it beat profit expectations - theSun - January 30th, 2024 [January 30th, 2024]
- Microsoft beats estimates, but Google gets slammed on ad revenue worries - FXStreet - January 30th, 2024 [January 30th, 2024]
- Google TV's homescreen video ads now include fast food too - 9to5Google - January 30th, 2024 [January 30th, 2024]
- Google partners on passkey upgrades, dropping Pixel exclusivity in the future - 9to5Google - January 30th, 2024 [January 30th, 2024]
- Google TV Has New Annoying Ads - How-To Geek - January 30th, 2024 [January 30th, 2024]
- Atropos Health partners with Google Cloud to rapidly generate insights from healthcare data using AI - VentureBeat - January 30th, 2024 [January 30th, 2024]
- Spring a leak? Google will find it through a new partnership aimed at saving water in New Mexico - El Paso Inc. - January 30th, 2024 [January 30th, 2024]
- Hugging Face and Google Cloud Announce Collaboration for Open AI Initiative - InfoQ.com - January 30th, 2024 [January 30th, 2024]
- Stock Market Today: Stocks mixed with Microsoft, Google earnings and Fed in focus - TheStreet - January 30th, 2024 [January 30th, 2024]
- Google's Parent Company Squeezes Its Moonshot Projects, 'Other Bets' - The Information - January 30th, 2024 [January 30th, 2024]
- Google parent Alphabet reports 52% surge in profit on strong business - The National - January 30th, 2024 [January 30th, 2024]
- Some advertisers are unable to access Google Ads - Search Engine Land - January 30th, 2024 [January 30th, 2024]
- How to get started with Side Panel on Google Chrome - Windows Central - January 30th, 2024 [January 30th, 2024]
- Google Cloud and Hugging Face Announce Strategic Partnership to Accelerate Generative AI and ML Development - PR Newswire - January 30th, 2024 [January 30th, 2024]
- How To Update Google Chrome To Its Latest Version - SlashGear - January 30th, 2024 [January 30th, 2024]
- Google wants to make it easier to disable Chrome's annoying notifications - Android Police - January 30th, 2024 [January 30th, 2024]
- Google app update reveals Google doesn't know what to call Assistant with Bard - Android Central - January 30th, 2024 [January 30th, 2024]
- Spring a leak? Google will find it through a new partnership aimed at saving water in New Mexico - The Caledonian-Record - January 30th, 2024 [January 30th, 2024]
- Google And Hugging Face Partner To Advance Generative AI With Open Models - Forbes - January 30th, 2024 [January 30th, 2024]
- Tech earnings preview: Microsoft, Apple, Google, Meta, and Amazon - Fast Company - January 30th, 2024 [January 30th, 2024]