Okay, okay, I'm kidding. I was completely aware it was the Super Bowl last night, and that (spoiler alert) the Saints beat the Colts. However, as an advertiser through and through, I was mostly watching the game for the commercials. The unfortunate news is, this year, many ads did not meet the standards audiences expect when watching the Super Bowl.
I consider myself to be a positive person who always sees the glass as half-full. For this reason, I will not be focusing on the crassness and mediocrity of the GoDaddy.com commercials. I would instead like to discuss the perfection and simplicity of the Google Search On ad.
For those of you who didn't see it...
What a brilliant spot that really features the impact and abilities of a few words. Who would have thought that such an interesting and endearing advertisement for the Super Bowl wouldn't even include actors or moving pictures? There are so many great aspects of this commercial, so I'll try to recount my favorite parts.
1) Even sentence fragments can be meaningful. It's amazing how the creators of this spot allow watchers to follow and become invested in an entire story line with lines as simple as, "Study abroad in Paris, France" and even just a flight number.
2) I'm sure this will come out more as this blog continues, but I am a masculist. I am a strong advocate for positive images of men in the media. This advertisement captures such a realistic and powerful image of a man that we don't often see. He is not a bumbling moron, and he is not the impossibly perfect male like the Edward Cullens of harlequin romances (yes, I read Twilight). He wants to impress his French girlfriend and buy her chocolates. He is charming without having to say a word, and that is exactly the way we should continue to represent males in advertising.
3) As someone who is watching this ad, it is nearly impossible to change the channel. As our mystery man continues to search, you find it hard to look away. You want, nay, need, to find out what he will search next with high hopes that won't be, "Divorce lawyers +Paris, France." While stereotypes are important in short commercials to help set up a scenario, this ad proves that it's not always necessary, and an entire story can be told in under a minute. Impressive.
So, long story short, while I really, really liked the Snickers ad with Betty White (I love an old woman with a sense of humor), this Google one was by far my favorite. Well done, Google. You haven't ceased to amaze me.
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