Ad of the Day – July 25 (San Francisco)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Google Creative Labs
  • Location: San Francisco
  • Client: Google Chrome
  • Name: For Bigger Fun
  • Category: Film

Why I like it: “Oh, cool! I want it!” Isn’t that the desired objective for most advertising…the best case scenario? That’s how this one worked on me. There are two halves to the equation: first you have a product that is actually cool and desirable – solving a need, offering a new way to do things, etc. Often you don’t have this, so you do your best to create some sort of relevance and desire. But when it already comes pre-baked into the actual product, as it is here, it’s a beautiful thing. (This is the kind of edge that Apple, Google and others normally bank on for their advertising.) The second half is to touch people emotionally. To make the message feel special, close, human. The casting, the situations, and the minute reactions and interactions that make up this film are all so natural and relatable that you can’t help but be engaged, to feel a part of it. Once the film concludes, your head wants the product, and your heart feels good about wanting the product. A powerful combination!

Ad of the Day – May 23 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: B-Reel (this was previously miss-attributed to Google Creative Labs)
  • Location: New York
  • Client: Google Chrome
  • Name: “Building the web together”
  • Category: Film

Why I like it: The most obvious thing about this film is how it brilliantly encapsulates something as broad as “the evolution of the web.” But there’s more here than meets the eye: Notice that, uncharacteristically for Google, this film doesn’t use emotions at all, it doesn’t even feature humans…in fact, the whole thing is quite technical. So how do they manage to keep it so interesting and dynamic? It has to do with the ears, not the eyes. Listen to it again with headphones, or at loud volume: the sound design is brilliant! The key strokes and computer beeps provide a percussive backbone that drives the story forward, while a brilliant musical score builds and slowly takes over the narrative, ending in full motion picture-like grandeur. This is a long way from the “picking out a song once you’re done with the script” approach to TVC making – wouldn’t be surprised if the entire idea began with something is simple as “the sound of a keyboard”. Great stuff.