In this Breakdown, we're looking at ✨ purpose-driven marketing ✨ - how Google turned AI technology into an emotional story about accessibility and human connection.
The Context
2023 was a challenging year for Google in the AI space.
The tech giant faced several hurdles:
- They were expected to be an industry leader but were perceived as slow to move
- Bard's rebranding to Gemini came late in the game
- Their Pixel launch heavily emphasized AI features
- Public trust in AI technology remained shaky
So Google faced a dual challenge for their Super Bowl ad:
- How to overcome the perception of being slow to innovate
- How to showcase AI making a positive impact today, when trust is low
Their answer? A beautiful piece of storytelling.
What Made It Work?
🎯 Making purpose accessible and authentic
Google's ad promoting accessibility succeeds because their product genuinely enables it. This authenticity comes from:
- Building on existing product strengths
- Focusing on real capabilities, not future promises
- Letting the technology speak through human stories
Key Learning: If your product isn't where it needs to be, focus on improving it first. No TV ad will ever make your product better for the world.
💡 Asking "So What?"
The ad excels at establishing what marketers call a 'benefit ladder' - moving from product features to emotional benefits:
- Product Feature: Guided Frame feature
- Functional Benefit: Helps visually impaired users take photos
- Emotional Benefit: Enables precious moments like capturing memories with family
- Human Truth: Everyone deserves to capture life's most important moments
The culmination? Javier being able to take a photo with his wife and newborn child - a moment that transcends the technology itself.
🎨 Embracing creative craft
Sometimes the simplest techniques are the most effective.
Despite having what was likely a massive Super Bowl ad budget, Google's most impactful creative choice was remarkably low-tech: putting petroleum jelly on the camera lens to simulate visual impairment.
This creative decision:
- Made the experience tangible for viewers
- Created emotional resonance
- Proved that not everything needs a high-tech solution
The lesson? Sometimes the most powerful way to showcase advanced technology is through simple, human storytelling.