Google is advertising now. On TV, in The New York Times. Using BBH. On the Super Bowl. Hmm….this advertising stuff must work. Oh yeah, that’s where most of their money comes from. Money they will soon be throwing into a dark hole known as the hardware business (Motorola purchase). Hopefully, the hole won’t be too deep so it can learn, correct and prosper.
I often write “Campaigns come and go, a powerful brand idea is indelible,” which makes people think I don’t like campaigns. I do. Campaigns are organizing principles. Google, a company that has made bazillions on a search algorithm that is an organizing principle, has finally come off its slightly elevated soap box and decided to advertise. But it’s relatively new to the practice. Luckily, it has the aforementioned ad agency BBH to guide it.
The TV is emotional and beautiful. The print is whimsical, fun and smart. I’m not feeling a campaign idea as yet and, frankly, that’s quite fine. This is new territory for Google. And for BBH and its labs. There will be some reinvention going on here no doubt. And one day (before trivestiture) Google will become a top 10 advertising spender. Zero to 60 in… Peace!