The ADgenda: highs and lows of the Google Chrome campaign

The web is what Google...I mean you make of it.

Despite being one of the biggest advertisers in the world, $250 bn internet giant Google only started advertising its own brand in 2010. Since this time, the company has sought to create a brand image as hip, friendly and modern as the bean bags in its offices' break-out areas.

Its most prominent campaign has been the series of Google Chrome ads. All are produced in the same format (that has now been copied by Microsoft)a plinky-plonky/ edgy soundtrack accompanies a montage of screen grabs and clicks showing how Chrome has changed lives. The thread that unites them is the inspiring, yet faintly antagonistic phrase - “The web is what you make of it.”

Those of the ads that use real internet success stories are examples of slick technology advertising at its best. One particularly effective montage documents the rise of Jamal Edwards 20-year-old founder of online music channel SBTV, another focuses on Julie Deane building her fashion business, Cambridge Satchels, from her kitchen.

The best of these highly-produced adverts charts the ascent of the online 'It Gets Better' campaign, created to give hope to bullied homosexual teens. This ad warms your heart, even if you are faintly aware that the advertising team at Google HQ (most likely sitting on bean bags) has concocted it to do just that.

Google does a great job at displaying the internet's potential to spread ideas, make money, and provide comfort, syphoning all the dynamism and warmth from the stars of their ads, and pumping it in to the Google brand. But when the Google ad team try to get creative by inventing their own emotional dramas, with the world wide web as protagonist, the result is significantly less effective. Does anyone remember "Dear Hollie"? To a backtrack of twinkling piano and swelling strings, we're treated to intimate screen-grabs of a Father constantly emailing pictures and videos of his growing daughter, to his growing daughter. He ends by saying "I have been emailing you all your life", begging the question – why didn't you just keep a photo album like a normal human? I can picture the scene: little Hollie toddles over to Dad, he is sat on a stool in the corner of the room, avidly filming, he tells her: “Leave me alone. I need to upload this footage to Youtube right away.... Don't cry Hollie, you'll thank me when you turn 10 and we get to read all 9,00 emails together.”

The Google chrome ad team give the one-minute tear-jerker another go with their "Second Chance" ad in which fictional young professional, Mark Potter, tries to win back his ex-girlfriend Jen using the seductive magic of technology. Apparently the way to get back with a disgruntled ex-lover is to upload all your most intimate moments on to Youtube and then to make a Google map of all the places you went together, with special emphasis on the park where you broke up.

American group UCB comedy get the absurdity of the hyperlinked love letter bang on in their 'Jen's response' video. The authentic creativity of the Youtube spoof, which has attracted over 80 000 views, is ironically the most perfect demonstration of the Chrome campaign's slogan: the web is what you make of it.   

The web is what you make of it. Photograph: youtube.com
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Green party calls on Labour, Lib Dems, and Plaid Cymru to form a "progressive alliance" next election

Will Jeremy Corbyn, Tim Farron and Leanne Wood agree to meet for talks?

The Green party leadership have called upon Labour, the Lib Dems and Plaid Cymru to work together to challenge the Tories at the next election. In an open letter, the Green leaders stress the exceptional circumstances occassioned by the vote to leave the EU:

“In a spirit of openness and transparency, we are writing to you as leaders of parties which oppose Brexit, to invite you to a cross-party meeting to explore how we best rise to the challenge posed by last week’s vote to Leave the EU.  

“We have a UK Government in chaos, an economy facing a crisis and people up and down the country facing serious hardship. There is an urgent need to make a stand against any austerity and the slashing of environmental legislation, human and workers’ rights, that may come with Brexit. 

“With the growing likelihood of an early General Election, the importance of progressive parties working together to prevent the formation of a Tory-UKIP-DUP government that would seek to enact an ultra-right Brexit scenario is ever more pressing.

Caroline Lucas shot down a rumour that she would be joining Corbyn’s shadow cabinet. But her party has decided to call for a progressive alliance and an early general election. 

Key to such cross-party talks would be the demand for electoral reform, as the leader Natalie Bennett added in a statement:

“Central to such a progressive alliance would be a commitment to proportional elections for the House of Commons and an elected second chamber.”

The call for a more plural politics follows a post-referendum surge in Green party membership, with up to 50 people joining per hour.

Here’s the letter in full:

Open letter to: Jeremy Corbyn, Tim Farron, Leanne Wood on behalf of Green Party of England and Wales,

In a spirit of openness and transparency, we are writing to you as Leaders of parties which oppose Brexit, to invite you to a cross-party meeting to explore how we best rise to the challenge posed by last week’s vote to Leave the EU.  

Britain is in crisis and people are scared about the future. Never have we had a greater need for calm leadership to be shown by politicians.  

We have a UK Government in chaos, an economy facing a crisis and people up and down the country facing serious hardship. There is an urgent need to make a stand against any austerity and the slashing of environmental legislation, human and workers’ rights, that may come with Brexit. 

With the growing likelihood of an early General Election, the importance of progressive parties working together to prevent the formation of a Tory-UKIP-DUP government that would seek to enact an ultra-right Brexit scenario is ever more pressing.

This is an opportunity to recognise that a more plural politics is in both the Left’s electoral and political interests. This crisis exposes the absurdity of our first past the post electoral system.  Just 24 per cent of those eligible to vote elected the government that called the referendum. The only fair way to proceed is to have a proportional voting system where people can back the politicians who they believe in, rather than taking a gamble and not knowing who they will end up with.  

The idea of a progressive alliance has been floated for several years, and proposals have once again been put forward in the context of the current crisis.  We believe that the time has come to urgently consider such ideas together in the context of a Westminster Government. We recognise the very different political situation in Scotland, given the strongly pro-EU majority there. We hope that co-operation between progressive parties their can ensure that this mandate is respected, and we will support them to keep all options open.

We look forward to your response,

Natalie Bennett, Leader of The Green Party of England and Wales

Steven Agnew MLA, Leader of the Green Party of Northern Ireland

Alice Hooker-Stroud, Leader of Wales Green Party

Caroline Lucas, MP for Brighton Pavilion

India Bourke is the New Statesman's editorial assistant.