- Advertising in mass media: although some products have been advertised in TV and print, like Google Chrome or Google Earth, the company had a strict policy of not advertising their search engine, much less their brand as a whole.
- No brand advertising: CEO Eric Schmidt famously called brand advertising "the last bastion of unaccountable spending in corporate America", and the company's official position on this was simply that brand advertising is a waste of money.
But last Sunday, during a commercial break on the Super Bowl's 3rd Quarter, the following ad made an appearance:
What made them change their minds? Interesting question. The first and obvious answer could be the increased presence of Microsoft's Bing. Some other people will point the undeniable power of Super-Bowl ads to reach millions of viewers, both during the game and through the Internet at later times (broadcasters, aware of this, have set up websites exclusively devoted to 'Super Bowl Ads').
When it was rumored that Google would be advertising in the Super Bowl, most analysts expected it to be a spot about the Nexus mobile phone, or possibly a continuation of the Google Chrome campaign they have been running in many countries. But no, it was pure brand advertising,
Whatever the reason, the spot stays true to Google's corporate philosophy: simple, accesible, and universal.
I have to say, I like it a lot.
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