Are you the type of person who looks at a blank piece of paper and sees a million possibilities? Stories to be written? Artwork to be created? Emotions to be expressed?
Google Chrome is betting that heavy users of the internet have a creative spark waiting to break loose and ignite the world. Their ‘Savage Love’ video campaign plays to that innate desire to be a creator.
The first time you see the video, you might wonder what the association is between Google Chrome and Dan Savage’s “It gets better” campaign. As far as I can tell, there is no actual association. Google Chrome piggybacks on the warm and fuzzy feelings generated by an on-line campaign encouraging gay teens not to commit suicide. The message is: you’re not alone, there are thousands of us who know what you’re going through and… it gets better!
Google Chrome is ultimately inviting other people who have a message and a mission to use the tools in Chrome to share it with the world.
In this commercial, as you watch the page views grow, you can’t help but get swept up in the experiential excitement… How long will it be until my campaign gets viral support from Anne Hathaway and Woody from Toy Story?
Google Chrome got it right. They started with a simple idea, demonstrated the end results and made a solid emotional connection. In a way, Google walks away with more emotion than they’ve really earned. It’s somewhat like a company that makes hammers sharing credit for the accolades heaped on the your new home.
They make this advertising stuff look so easy, you have to wonder why everybody doesn’t do it just as well.
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