I think this ad absolutely exemplifies why Google so utterly dominate almost everything they turn their hand to. The ad is utterly simple, to the point that there is practically nothing to subtract; This elegance of form reveals the magic of the substance.
The ad by Yahoo is particularly poor, but they both make the same mistake - lots going on, but very little content. They're dancing around the subject, almost as if they're ashamed to talk about their product. Lots of glittering generalities, but no specifics. The ads could be for any old crap. They are the crudest of branding exercises - show vaguely positive images and slap your name on them.
The Google ad takes a simple narrative and uses it to show you their product and what it can do for you. They don't talk about wonder and joy and 'bringing people together', they just get on with making it happen. Google say "This is our product. We think it is magical and wonderful and profound. We credit you with the intelligence to come to your own conclusions.".
Google know that their product is so powerful and elegant that it needs no explaining. They understand the implications of their technology on a deep and fundamental level. They can talk about search so beautifully as to make people cry. That is as great a commercial advantage as I can possibly imagine.
Compare to recent ads by Yahoo and Microsoft: http://www.youtube.com/watch?v=MqbaZcX67L0 http://www.youtube.com/watch?v=Vl2OXiX5esE
The ad by Yahoo is particularly poor, but they both make the same mistake - lots going on, but very little content. They're dancing around the subject, almost as if they're ashamed to talk about their product. Lots of glittering generalities, but no specifics. The ads could be for any old crap. They are the crudest of branding exercises - show vaguely positive images and slap your name on them.
The Google ad takes a simple narrative and uses it to show you their product and what it can do for you. They don't talk about wonder and joy and 'bringing people together', they just get on with making it happen. Google say "This is our product. We think it is magical and wonderful and profound. We credit you with the intelligence to come to your own conclusions.".
Google know that their product is so powerful and elegant that it needs no explaining. They understand the implications of their technology on a deep and fundamental level. They can talk about search so beautifully as to make people cry. That is as great a commercial advantage as I can possibly imagine.