Commercial advertising is very simple from the beginning.
Delicate piano melody played in the background. The classic white Google search engine dominates the entire screen. The keyboard click sounded because the invisible computer user entered the words that defined the epidemic (or more precisely, life) on a large scale for most people in the past year: isolation, social distancing, school closures And blockade.
However, what followed seemed to resonate with many people. The Google ad was aired for the first time in the NCAA Final Four on Saturday, and the ads on social media quickly noticed how it made them “communicate”
Tell me why in the last four games, Google Vaccine’s ad for covid vaccine just got me excited
— #1 Leia Fan account (@FoxtrotMcCoy) April 3, 2021
Am I the only person who watched Google ads and cried in the last four games? Wow!
-Scott Rains (@scottrains) April 4, 2021
I didn’t expect that Google Ads would make me feel a little bit in the last four games, but what are the rules?
— Aimee (@LAimee76) April 3, 2021
After a brief but clear reminder of the damage caused by the virus, the music rebounded at a rapid speed and familiar sounds appeared-the school bell rang, the chat among a group of people, the laughter in the crowd-highlighted the word, and quickly Remove from it. Search bar and Google Calendar. Happy hours and game dates are no longer virtual, weddings are no longer postponed, and the sports season will not be cancelled. The theaters and restaurants displayed on Google Maps have been switched from “closed” to “open”.
It ends with a simple message, with the headline of the commercial ad: “Go back to where you like.”
But this is also a call for action: vaccination. The final clip showed users the words “rabies vaccine near me”, followed by a link to cdc.gov, encouraging the audience to learn more.
When Amanda Litman, the co-founder and executive director of Run for Something, said she was “very angry” that Google ads had made her “difficult”, Marvin Chow, Google’s vice president of global marketing, responded quickly.
“We need all of us anyway,” Chow replied.
Watch the ad in person:
You can contact Shannon Larson at firstname.lastname@example.org. Follow her on Twitter @shannonlarson98.