Beijing time on December 31st, Fastcompany said today, Google not only violated the “oath” not to run television ads, and even the development of self-driving cars, space elevators and other black technology has been used as a marketing tool. Here’s a summary of the article: Although Google’s founder has said more than once that he won’t spend a penny on TV ads, it “lost faith” during the 2010 Super Bowl.
Pictured: Google’s “Love of Paris” ad
The ad, known as “Love of Paris,” is not shown on television, according to Google. During the 2010 Super Bowl, then-Google CEO Eric Schmidt posted, “We had no intention of advertising during the Super Bowl, or even advertising tv ads to advertise search products.” Our initial goal was to create a series of short videos about our users, our products, and the way they use them. But we loved the short video we created, and it got a positive response on YouTube, so we decided to share it with a wider audience. “
Google has long offered digital advertising services to companies of all sizes, from barbershops to Fortune 500 companies, but this TV ad a decade ago marked the beginning of Google’s “marketing” of itself with creative advertising. As Google’s first ever television ad, “Love in Paris” is impeccable, with a love story told through a search box alone. The ad was a success and became one of the most memorable ads of the year.
Since then, Google has become one of the world’s largest and most creative marketing companies, even winning a marketing award in 2018. Google’s marketing transformation over the past decade is necessary as its products are no longer limited to search and expanded to hardware such as mobile phones and smart speakers. As the tech giant sits increasingly heavily regulated, it is as important as brand marketing. It may also be one reason google isn’t being as shaven as Facebook, despite all sorts of problems – not just user privacy but also harmful content. Like most big companies, Google balances its worse behavior or policies with a friendlier external image. Google has used the past decade to master the art of shaping itself into a human-rich technology utopia.
Have your own advertising creative team
Pictured: Google’s ‘Dear Sophie’ ad promoting Chrome
“Love of Paris” was not created by a veteran advertising agency, but by a team of interns inside Google’s Creative Lab called Google 5. Google Creative Labs was founded in 2009 to bridge the gap between technology and traditional creative expression. According to Robert Wong, creative director of the lab, the ad is designed to remind audiences of their love of Google’s search service and highlight features that the audience may not yet know.
A year later, in a collaboration with the advertising agency BBH to promote Chrome, Google Creative Labs created the “Dear Sophie” ad in which a father uses Google tools to create a digital scrapbook that documents his daughter’s life and his blessings to her.
The 2011 ad won praise for Google in the advertising industry and further established itself as a new creative power. Lorraine Twohill, Google’s chief marketing officer, said in 2018 that the ad was an important turning point: “Early on, we had only digital Chrome ads that highlighted three features of the browser: security, simplicity and fast running speed.” The new ads highlight the fact that people can use the Web to make their lives better, and it’s as landmark as ‘Love of Paris’, at least within our company, laying the foundation for more exploration of tv advertising. “
In 2013, Google created several ads that tell moving stories in which its products played an integral role. Two of them took place in India, when Google was eager to expand its user base. An ad, aired in October of that year, tells the story of Saroo Brierley, an Indian adopted by an Australian family, who used Google Maps to find his family. The story of Bryley’s search for a kiss was later made into the film Lion.
A month later, Google released an ad in India called “Reunion”, telling a moving story of what happened between two friends.
Get to know Google from a new perspective
Pictured: Yes, this is Google’s TV ad for pixel phones
A clear signal of Google’s creative ambitions is that creating projects that, at first glance, are not advertising but actually serve as advertising. One of Google’s most laudable examples of brand marketing content ever was an interactive MV created for Chrome by Aaron Koblin of Google Creative Labs and Arcade Fire. It won the 2014 Interactive Media Emmy Award.
To coincide with Google’s 2016 launch of the Pixel, advertising agency Droga5 is trying to capitalize on Google’s reputation over the past few years. Kevin Brady, executive creative director, says Google itself is the best differentiator of the Pixel phone because of the fierce competition in the mobile market, and “the biggest creative challenge is to make people like Google’s phones.” Globally, the search box is considered to be Google’s most recognized product. Aware of this, and notice that the shape of the phone is also rectangular – but not quite the same shape as the search box, we created the ad.”
The Ask More ad, created a year later for the Pixel 2 release, followed the same pattern.
Celebrity marketing is inevitable
In the late 2010s, Google’s advertising ad character was no longer an ordinary user, but invited celebrities to appear in ads like Apple and Amazon.
The trend first came in 2014, when Google invited singer FKA Twigs to advertise google glasses. What Google didn’t expect was that no matter how cool FKA Twigs was, it would n’go.
During the Christmas sales season, Google’s ad vertigo featured a modern version of “The Little Ghost Starring”, starring Kevin McCallister, one of the starring sons of “Little Ghosts.”
The most expensive marketing in history
Pictured: Developing self-driving cars is actually Google’s marketing tool
The “Love of Paris” commercial premiered on February 7, 2010. Three days later, Google unveiled its “Google Fiber” project, a prelude to Google’s surprising attempt to use research and development as a marketing tool.
Many consumers want Google to offer ultra-fast Internet connections in their home countries. In less than two months, 194,000 people have written to Google on behalf of their city, and 1,100 residential areas have applied to install Google Fiber.
Soon, it was learned that Google had a mysterious research and development division called “Google X” (later renamed “X”) and some of the black technologies it was developing – self-driving cars, skateboards, space elevators, internet balloons – that shaped Google’s image. Not a 30-second ad is comparable: it’s a company that creates the future, it’s the 21st-century Bell Lab.
Google has used the moonshot (moonshot) to describe the ambitious black technology it is developing. While the “Google X” projects are real, there is no doubt that they have a dual effect on Google. They are great marketing tools, especially in the Silicon Valley talent race and in winning public opinion.
In 2016, Google spent $4.4 billion on these “Other Bets” projects, less than 10 percent of its operating costs, and from a marketing perspective, the benefits are pretty good. But Larry Page and Sergey Brin’s announcement in December that they were stepping down from day-to-day management seemed to mark the end of the “moonshot” marketing era.
However, investments in these “Other Bets” projects over the past decade will continue to benefit Google for a considerable period of time.
Create a brand image that will challenge the future for the 10 years
As smart devices continue to become more popular, such as Google’s voice assistant products, Google’s top marketing priority in the next year will be not to convince consumers to buy their products, but to convince them that they are not a security threat.
Google’s 2019 Super Bowl ad suggests that Google Assistant is a bridge between cultures. (Author/Frost Leaf)