Angela Natividad's Live & Uncensored!

08 February 2010

Google's 'Parisian Love' Sweeps the Super Bowl

So word on the street is that Google ended up debuting its Search Stories campaign on TV during Super Bowl Sunday. The effort's darling is the classic American-in-Paris love story, told in a new -- and I'd say rather sublime -- way: with search results and ambient sounds.

It goes against typical Super Bowl lore that the work wasn't new; I covered it in December, when it had already been circulating the 'net for a month, seizing hearts in a kind of sleeper effect.

From Eric Schmidt:

We didn't set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it's had such a positive reaction on YouTube, that we decided to share it with a wider audience.

It may come off pointless or even counterproductive for Google to run an ad for its search service, which already dominates over 70% of US searches, particularly when it's got Chrome to promote, plus Nexus One, plus the prospective tablet that received absolutely no love in the shadow of Apple's iPad.

But I'd say it was a good call: it's a reminder that "search" is now the world's "official language." It's a skill that has to be taught if you want to develop a mastery, and the ad demonstrates clearly how the simple act of running searches can "teach" you maximize the likelihood you'll find what you're looking for -- even if the goal is unforeseen and intangible, like love or meaningful long-term relationships.

More importantly, it positions Google as the "owner" of this language. Search isn't really about newer, faster technology. It's about connecting people -- we, the creators and curators and consumers of data -- in useful, intuitive and compelling ways.

That it's already been parodied in the gaudiest way imaginable only strengthens this position: isn't it true that in the process of learning a language, it's always the dirtiest elements that resonate best? =P

If you have a sec, read Robin Sloan's take on telling stories with interfaces, inspired by the "Parisian Love" piece and the lovely memes that came before it.


The Great Rashimoto said...

I, for one, still really love this ad. It always makes me feel warm and fuzzy. I agree it definitely re-establishes google as a staple brand. Simply stated, the ad gets the point across: Google is the ish, mang.

The Great Rashimoto said...

Btw, OMG IT WORKS! Translate "tu es très mignon" on google works!

I knew it would i just wanted to try it anyway cuz i saw it on TV.

Angela Natividad said...

LOL. You're the cutest, Ra. <3