October 21st, 2011
One of my favorite times of the year is September. A perfect combination of that lovely fall weather coupled with the New York Football Giants rumblin’ and bumblin’ through teams (hopefully) and the possibility of a nice post season run for the Yanks has me rather content these days. Many New Yorkers, I’m sure, would agree.
But, for a new, young Madison Avenue ad man in the making, it has an extra special feel to it this time around as advertisers roll out some of their best creative, and I find myself sitting in the middle of it all, a full year into the “real world”. In addition to that balmy fall weather and the likelihood of some good NY sports teams, that extra special feel, to be honest, has come from not just the return of football season, but the return of the good advertising it brings with it — a new batch of big-budget TV spots on high-rating networks from some big-name Clients, an early influence on where I am today. Time for Mr. assistant account executive to show his keen eye for good work and play creative director on my personal favorite thus far — some really smart work. Work that delivers powerful messaging while staying true to it’s product offering. Work for us all to emulate.
Google, the tech-giant this world has (if not yet, should) come to love, has me impressed with their ingenuity and dexterity once again with a continuation to their emotive Google Chrome “The Web is What You Make of It” campaign. These ads just keep getting better, and continue to capture the power of Google, a power that resonates with the brand’s ability to bring emotion to a tech-heavy product, but still demonstrate it’s intuitive capabilities and new-age connectivity it brings to the web. Within the creative itself, and thinking beyond the messaging, it’s important to note certain subtleties in the art direction that only enhance the work. Notice the typing/clicking sound throughout, i.e. think simplicity and functionality that Google Chrome provides. Notice the music choices — how the songs work perfectly in conjunction with the visuals. How about the typing speed in certain instances, like “Until then…Love, D…a…d, i.e. think evoking added drama, think feel-good? Doubtful that’s all a coincidence.
In the campaign’s newest adaptation we see another way Google enables like-minded people to act altruistically, and positively, using the web to get things done, and in the process, do amazing things. “The Johnny Cash Project”, where to date, over 250,000 people from 172 countries have participated, has taken an opportunity for fans to merely create frames for the tribunal “Ain’t No Grave” (his posthumously released final song) music video, and through Google, transcended it into a unique, living piece of art, a social phenomenon, and above all, a touching memorial that honors the anniversary of the death of an American music legend.
If you haven’t seen these ads yet, it’s time you take a moment.