When it comes to advertising, the tech-giant Google aims for the heart and not just the head. Through its ads, Google demonstrates that technology is only a part of what it takes to captivate the audience; the more important step is to establish a strong emotional connection. Not surprisingly, since 2010, when Google embraced the advertising platform for the very first time, Google ads have received rave reviews from viewers.
Google’s recent as, the first Nexus 7 commercial dubbed “Camping,” is reportedly attracting more attention and appreciation than Apple’s Genius ad campaign. The spot features a father and son enjoying the outdoors. As the father-son duo explores the wild frontier, the 7-inch tablet manages to handle just about everything that two could care for during the camping. The ad is heartwarming and engaging as it displays family bonding and has a slight twist in the end.
According to Ace Matrix, the company that measures the effectiveness of the ads through the use of analytics, Google Nexus 7 ad has been more warmly received than the newest trio of spots Apple has created for the Mac. Both Apple and Nexus 7 ads air intermittently because of the Olympics.
The success of the Nexus 7 ad is attributed not only to the demonstration of the product utility but also its connection to human emotion. In the words of Ace Metrix’s vice president of marketing Jonathan Symonds, "Google has taken their strong emotional appeal and married that with strong product demonstration."
Google’s savviness in serving an emotional potpourri is not something new. The audience got the first glimpse of the social and sentimental aspect of the Google web in 2010 when its first-ever Super Bowl video ad “Parisian Love” came out. The ad was a well-crafted love story that was spelled out in Google search queries. It was not only inane but also the harbinger of fresh air in the midst of sexist, unemotional, male-dominated Super Bowl ads.
Google’s vice president for global marketing, Lorraine Twohill, once remarked in an interview, “If we don’t make you cry, we fail. It’s about emotion, which is bizarre for a tech company.” Google Chrome's “Dear Sophie” ad exudes this sentiment. The tearjerker commercial features a father, Daniel Lee, sending multimedia messages to his baby daughter. Viewers are hard pressed to keep their eyes dry.
Ads play a critical part in shaping consumers' perceptions. Google understands that well and works on the premise that people love stories rather than the products pushed on them. Google follows the human marketing route, and for that very reason, every time a Google ad comes out, it gets a warm reception.
Anamika Pande Ved is a blogger, content curator, and content writer with Global Washington, a non-profit in Seattle, Washington. She is fascinated by commercials, more so if they are used for "social good." She is an avid traveler, reader, and a singer. Find her on Twitter here.