Ad Post: Google Chrome – The Web is What You Make of It

by Amy Yen

Google Chrome 1:00 spot
Agency: Google Creative Lab/Bartle Bogle Hegarty

The latest from Google’s “The Web is What You Make of It” series promoting their Chrome browser, “Jess Time” is every bit as captivating & lump-in-the-throat inducing as their first spot, “Dear Sophie,” which remains one of my very favorite pieces of creative from 2011.

Both ads tell such touching, relatable stories — capturing the moments as you watch your child grow up, staying close to your kids when they go off to college (I thought there was also such a beautiful underlying sadness to the “Jess Time” spot, with saying without saying it that this is also a family in mourning) — it’s remarkable that both spots also somehow manage to demonstrate the features of the product in such an inspirational way. I love that it actually inspires imagination, without any sense of manipulation. Isn’t that what really great creative is supposed to do?

Google is notably new to traditional advertising, and has put a lot of promotion into Chrome, which finally overtook Internet Explorer (who themselves have a solid, if not as emotionally resonant spot in rotation) in the browser wars earlier this year. In addition to “Sophie” & “Jess,” the Chrome campaign includes spots with Lady Gaga, Justin Bieber & “It Gets Better,” a chronicle of the movement that began with Dan Savage’s inspirational video message, which is an especially wonderful in that it’s a true life example of how technology can change lives.

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