Google’s Super Bowl ad: Schmaltzy or just right?

Google’s first TV ad (as far as I can remember) was actually one borrowed from their online “Search Stories” campaign. It appeared online in November 2009.

Some of the online comments are quite scathing about such a “boring” schmaltzy commercial, but I think it was just right.

1. It was based on their main frame of reference (search)

2. Didn’t talk at all about the technology

3. Told a simple story using only words and search boxes

4. Occasionally hinted at Google’s cleverness (did you mean Louvre?)

5. Was only marginally faster than a real Google search sequence (unlike Apple’s superfast simulations), and therefore a credible simulation

6. While Bing is still trying to gain awareness and credibility, Google is saying to consumers “why would you even bother with Bing when Google already answers your questions”

7. It was one of the only ads where people (at least my co-viewers) remembered the brand. Because every moment was linked to people’s real experience with that brand. Search box, type, search, get results, repeat.