The Super Bowl is prime time for companies to show off their best in advertising. But what elements of this 0:53 second advertisement in 2010 earned it over 6 million views on YouTube?
The look of the commercial itself is unmistakable: a Google search. Anyone who has performed one will instantly recognize it, reinforcing the brand of the popular search engine. But instead of pulling the usual silly stunts like most Super Bowl ads, Google aimed for the heart of its viewers. The commercial aims to tell a story. It's not directly selling a product: it's selling a series of emotions that make up this modern day fairy tale. There's the peasant boy (presumably American, male college student) courting the princess (presumably French, female beauty), celebrating their wedding (self-explanatory), and living happily ever after (with their baby). All of this is told through a simple set of Google searches.
Of course, if this were a silent commercial, it wouldn't be half as successful. Sound clips aside, an observant ear notices the subtle but brilliant effect of the music. It starts from one quiet, repeated note on the piano, then evolves to a series of simple melodic chords that crescendo, pauses for dramatic effect, and concludes on a final chord that reflects the initial quiet note. The music reflects the pursuit of l'amour.
(for more about the neuroscience of music and emotion, click here)
This Google commercial finds success by connecting strong, positive emotions with a universally familiar search engine. It is a cleverly designed advertisement, the story of the peasant boy as he sweeps the princess off her feet, and we are swept into their 0:53 second tale of love.
I agree with you because when I watched this video, through the music I was able to feel positive emotions and I enjoyed the story told via google searches. I often find myself when in a good mood or when sad listening to music that produces a response that matches my mood.
I totally agree with you, it is a great way to tell a story of someones life through Google searches. And instead of selling products they are selling emotions. I think that gets the viewers attention more, things they can relate to. When I intitally watched the video I didn't even recognize how the music was changing until I read what you posted. Again I think its a good point to because it evolves as their story grows bigger and draws people in.
I also did not notice the music changing until you said it, but i also watched the video without sound and it lost some of its effect. That just goes to prove that they are playing with the emotions of people in order for people to use their product more, if that is what you want to call it. But it do believe that the music in this video plays a large part with our emotion somewhat making music like a scheme, that we connect to moods.
I think the connection of the love story to google helped sell the product too. This guy, who google searches, just like the rest of us, found love! So then the feelings of love are associated with google. Though the music definitely adds to the feelings of happiness, cool analysis.
Probably another reason it got such a reaction was that it was different. It wasn't a stupid or funny commercial like most Super Bowl commercials. People weren't expecting it and that helps a lot. It was one of a kind, a one-shot success. If others did something similar or Google made another one similar, it wouldn't have the same positive impact, and possibly a very negative one at that. So it was smart to have this idea on Super Bowl because they are meant to be good, and usually don't get played very often before or after, helping it from feeling overused.