If branded experiences are the new advertising, how does a brand play the Super Bowl? You get 30 seconds to engage 90 million viewers in the flashiest, noisiest television event of the year. Do you join the tired parade of tricky animals, slapstick, bimbos and cute babies? Or do you engage people with a simple, elegant experience that makes them feel your brand?
Google got it right.
The promise of the brand comes alive in a sans serif love story. Google, more than anyone, understands the power of metrics and marketing science. But they also understand the emotional space that a brand must occupy. They understand that stories about people are far more interesting than anything else a brand could possibly say. Their spot felt like something Apple would do if they were in the search business.
