One thing you probably don't know about me is that, despite the goofball exterior, I'm actually an old softy. Like my dad, who was the one blubbering like a baby at my wedding, I tend to get fully emotionally invested in what is happening in the now. And yes, I've been know to get a little misty over a well-executed commercial from time to time. Which is why I bring this up – the Google Chrome ads are among those who tell great human stories that can tug at your emotions, in a good way.
Google has become masters at telling very moving human stories in very simple ways. Two years ago I choose their spot featuring a simple boy meets girl story completely through on-screen Google searches as the best spot in the Super Bowl that year. This Chrome campaign ups that spot times 100! Each ad in this series tell a story of deep connections and strong love. In one case it's the love of a new father for his daughter, in another it's love for teens struggling with tough issues and in another it's a strong love between a mega-pop star and her fans. In each case, it works very well.
The first spot features new father, Danial Lee, creating a story chronicling the first 5 or so years of his daughters life in a series of "love letters" created through various Chrome features. He emails her, posts pictures, post videos, maps their home all to create a story he can share with her when she gets older. We come along on this journey through bad times when she was very sick in the hospital and good times like becoming a big sister. All accompanied by thoughts on how her dad was feeling at the time. It's very touching and anyone who has had a child can completely connect with this story.
Google Chrome – Dear Sophie
The second spot deals with the "It Gets Better" project, which helps teens who are bullied in school for being gay deal with the issues they're facing. High school is hard enough. Being gay and a teenager can multiply those problems and has resulted in problems with teen suicide. "It Gets Better" is a movement that started with one inspiring video and has blossomed into thousands of web videos – addressing teens facing these problems and letting them know it does get better, you just have to hang on and make it through these tough times. The spot uses cuts from a lot of these videos, offering encouragement from both people who have gone through it before and from celebrities – ranging from Lady Gaga to Woody from Toy Story. Like the other spot, it's a very touching and moving story – told simply through screens shots of using Google Chrome tools. Extra props to Google for taking on a subject many brands wouldn't touch and doing social good with it.
Google Chrome – It Gets Better
The last spot is one we featured (for a different reason) in a previous post. It tells the story of a deep connection between mega pop star Lady Gaga and her devoted fans. The spot sprinkles in clips from fan videos – singing along with her song, getting made up for concerts and expressing their love of Gaga. That love is reciplicated by Lady Gaga as we see her online, connecting with her fans in very real and personal ways. It feels very genuine and again has a deep human and emotional tie to the viewer.
Google Chrome – Lady Gaga
Bravo to Google for creating such great stories that touch us in ways we all can relate too. I have to admit watching all three in a row to work on this post was cause for a sniffle or two. This is by far my favorite campaign out there right now. What about you, does it move you as well? If not, what campaign does connect with you on a deeper level?
If you'd like to make a suggestion for Ad of the Week, just drop us a line here in the comment section, Or on twitter. Or Facebook. Or via email to info@yaffe.com. However you like.
Mike McClure, Exec Creative Director and Old Softy
