5 Lessons Learned from Google’s Newest Commercial: ‘Chrome: Now Everywhere’
Is it just me or is anyone else loving the new branding and communication style that Google has rolled out over the past year or so? I was never a huge fan of their logos, color scheme, or overall design, but I have always loved their products. That is until their recent brand overhaul. They’ve done a complete overhaul with all of their products visually. Click here for a comprehensive list of their products. (It’s probably much bigger than you think.)
Last night, I saw their new TV commercial for Chrome, Google’s web browser. The commercial highlights that it’s now available ‘everywhere’ (computer. tablet, and phone). I ABSOLUTELY loved this commercial. If you haven’t seen it, here you go:
As I watched the commercial, I was fascinated by the clean and concise way they delivered this simple message about Google Chrome being available ‘everywhere’. It got me thinking about how I can learn from a great video like this that really drew me in.
Here are five lessons learned from this video:
- Simple Design/Interactive Elements Can Create WOW!: Design and interactive elements in a video don’t have to be over the top to be effective. The white space along with subtle pops of color along with the stair-stepped progression of products really kept me engaged. Sometimes it takes more work to get to the simple concept, but totally worth it. Remember, simple can still create Wow!
- The Right Music is Key: The choice of music was perfect for this concept. This ad wouldn’t have been the same without the right choice of music. The music supports the energy and desire of the advertiser in drawing your attention to the things they want you to draw attention to. If you haven’t thought about that before, I’m sorry, that’s what marketers do!
- Brand Consistency: This should seem like a given to every marketer out there, but I’m amazed by companies, authors, speakers, etc. that fail to keep their brand consistent across multiple mediums (web, print, video, etc.). I think the problem is that people aren’t asking the question about what kind of story is my brand saying and how am I conveying it visually and in writing. It’s better for all of us to keep your brand consistent.
- Clear & Concise Call-to-Action (CTA): ‘Google Chrome: Now Everywhere’ is the simple CTA and the whole video is used to drive that point home, as you’ll see in number five below. If you’re plugged into the internet, Google wants you to know you don’t need to use any other browser. Google Chrome is THE answer! If we were to think about the products we market, how can we make that promise in our advertising? If we can’t, we need to look back at what we’re offering.
- It’s OK to Repeat the Benefit: The benefit of Chrome being available “Here, Here, and Here” was repeated 10x with the final one being the most dramatic to drive the point home. If you have a clear and concise CTA, you can repeat it multiple times in the same ad and get away with it. This commercial did that brilliantly. Kudos Google!
What about this commercial stood out to you? What can you learn from it to make you a better marketer today? Is there anything you thought could have been done better? Feel free to share your thoughts/banter below in the comments section. I look forward to the discussion.