The rumblings were correct: Google bought its first Super Bowl ad. True to form, the company didn’t attempt to shape its brand with a celebrity spokesperson, a lame comedy bit, or shenanigans involving animals. Instead, an almost all-text ad told the story—through search engine inquiries—of a guy who visits France, meets his soulmate, and starts a family. This was one of multiple ads this year tracing long character arcs (Cars.com and Dove Men+Care both followed a character from birth through adulthood), but, amazingly, the narrative here was expressed entirely through a product demonstration. Ad Report Card has long considered the melding of practical sales pitch with uplifting emotion the holy grail of advertising, and here’s a prime example. Frankly, I’m getting a little of sick of Google doing everything right.
It was, by far, the best Superbowl commercial this year.