A smart, moving and demonstrative new 90 second tv commercial achieves a dual purpose: introducing people to both Google's latest Chrome browser and Dan Savage's anti-bullying project, It Gets Better.
"It Gets Better" for Google Chrome:
The 90 second commercial is one spot in a new campaign for Google Chrome (another spot in the campaign is Dear Sophie) which premiered last Tuesday night during an episode of GLEE and shows people using Google Chrome’s toolbar and YouTube to record videos for the It Gets Better Project to empathize with and give hope to gay teenagers who fear bullying.
The ad shows some examples of videos uploaded to YouTube to support the project by people and celebrities:
According to the NY Times, The Google ad campaign, called “the Web is what you make of it,” is the biggest offline campaign ever for Google, which has typically shied away from advertising. It declined to disclose its spending plan.
The ads zero in on the computer screen, showing what people are typing, uploading and sharing, similar to the “Parisian Love” ad that aired during the Super Bowl in 2010, which told the story of an American exchange student who falls in love with a woman in Paris.
“We try to get rid of everything but the user and the tools and let you feel what is happening there, without a lot of commentary from Google itself,” said Andy Berndt, vice president of the Google Creative Lab, which created the campaign with the ad agency Bartle Bogle Hegarty.
Full Credits
Agency: Google Creative Lab
Client: Google
Executive Creative Director: Calle Sjoenell
Agency: BBH New York
Executive Creative Director: Pelle Sjoenell
Executive Creative Director: Robert Wong
Associate Creative Director: Jesse Juriga
Art Director: Steve Pack
Art Director: Caprice Yu
Copywriter: Jeff Johnson
Head of Broadcast: Lisa Setten
Project Manager: Jessica Beavers
Web Content Research: Nickerson Research
End Tag Graphic: Buck
Music Supervisor: Search Party Music
Executive Producer: Stephanie Diaz-Matos
The "It Gets Better" campaign, started in 2010 by Dan Savage, now boasts contributions from a number of high-profile names, including President Barack Obama, Secretary of State Hillary Clinton, and, as seen in this video, Woody from Toy Story." (The Advocate, 5.03.11)
You can download Google Chrome here