A day late and a dollar short

Super Bowl ads are usually high in entertainment and gimmicks, but low in effectiveness and message.  In other words they make me laugh, but they don’t do much to help me remember the product they’re selling.  Here check out this list of best Super Bowl ads from ad age.  There are a lot of laughs, but how many of those laughs are connected to the brand message?  How many make you want to use the product or even have some relevant link to the product they’re selling?

And there’s this:

It tells a story, it sells a message.  It’s elegant and not overblown — it cuts across expectation for Super Bowl ads, it’s quiet where most are loud, and simple where most are frenetic.

Compare it with this ad for Microsoft Bing (not a Super Bowl ad):

What is search overload?  What is a decision engine?  What does it have to do with folks riffing stream of consciousness? What does it have to do with Bing?

Now Google needs no introduction to most internet folks, but still this ad is about brand storytelling.  It cements the idea of Google as a part of our lives, even as our lives change, and we remember it because it tells the oldest story of all: Boy meets Girl.

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