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
India Bourke
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Pegida UK: the new face of Britain’s far-right movement, and how to challenge it

“Let them drink tea,” Birmingham tells Islamophobes.

“Spooky,” is how Pegida UK – the latest branch of a global, anti-Islam, protest group  chooses to describe its silent march on the outskirts of Birmingham. 

“Islam is Nazism incarnate,” announces its new leader, Paul Weston, to a few hundred soggy, sober, brolly-clad protesters waving “Trump is Right” placards. 


Pegida UK protestors march through the rain. Photos: India Bourke

Such numbers are a far cry from the tens of thousands who attended the movement’s inaugural rallies in Germany in 2014, in response to the perceived “Islamisation” of Europe. And they would be derisory if the cheers Weston receives from his supporters weren’t quite so chilling, nor echoed so far.

For Pegida UK is not alone. From Calais to Canberra, thousands marched in the name of the movement’s toxic platform of anti-immigration and anti-Islam last weekend. I went to see the Birmingham rally to find out why such a protest is taking place in Britain.

***

"Today is the first of many European wide demonstrations that will bring people together like never before,” Tommy Robinson, UK founder and ex-EDL leader, tells the assembled crowd. “It's planting the seed of something huge.”

Robinson hopes to exploit a gap within Britain’s far-right. Traditional groups are fractured: the British National Party was decimated at the last election, standing just eight of a previous 338 candidates. In its place, a swell of smaller, extremist bodies – from the Sigurd Legion to National Action – are pressing an ever more militant agenda. Pegida hopes to scale back the hooliganism in order to garner a wider appeal, but it shares these groups’ confrontation with Islam, and each may spur the other on.

“With Pegida we’re seeing the rise of a seminal new threat,” says Birmingham MP Liam Byrne. “In the rise of Isis and politicians like Donald Trump, you have forces determined to promote a clash of civilisations between Islam and the West. Pegida is trying to surf that wave and make sure it crashes on our shores.

Opponents hope the movement will suffer the same implosion that felled the BNP and EDL, with both leaning  too much on their leaders’ personal brands. Robinson certainly seems as adolescent as ever: laughing as he swipes away a photo of a scantily-clad blonde on his iPhone screen to show me the international Pegida leadership’s “hidden” Facebook group.

Their new apparently "suited and booted" middle-class following is also less than wholehearted. One pin-striped IT executive I speak to seems embarrassed by the whole affair: “I’m just a cowardly family man who can’t see a solution being offered by mainstream politicians. I’d be sacked if they knew I was here,” he says, declining to give his name. 


A Pegida protestor poses in front of the main stage.

As long as such hesitation prevails, Pegida UK will struggle. Still, there’s a sense more needs to be done to ensure its demise.

Matching protest with counter-protest is the traditional leftwing response, and this weekend saw thousands of Pegida opponents take to the streets across Europe. Yet, in some cases, direct confrontation can risk drowning out – even alienating – the very voices it seeks to win over.

“Smash the facists into the sea,” instructed the Twitter account of the North London Antifa group ahead of last weekend’s far-right, anti-immigration protest in Dover, where injuries were sustained by demonstrators on both sides.

***

Instead, many now believe a better answer begins with that most British of pastimes: tea and a chat.

On the day before the Birmingam march, hundreds of the city’s cross-party leaders, religious figures and citizens gathered together at Birmingham Central Mosque to share their concerns over shortcake and jalebi.

“Groups like Pegida are parasites on the real concerns people have,” says John Page from the anti-extremism group Hope not Hate. “So we have to listen to these issues to close the cracks.

Initiatives around the city will attempt to take this approach, which sets a welcome lead not just for the UK, but Europe too.

The blanket smearing by groups like Pegida of Islam as a religion of sexist, homophobic Jihadi Johns places the burden of action disproportionately on the city’s Muslims. “It is our turn now to suffer these attacks,” says Mr Ali, Birmingham Central Mosque’s 42-year-old administrator. “It was the Irish, then the Jews, and now it is the time for us. But we are proud to be British Muslims and we will do what we can to defend this country.” 

A permanent visitors gallery, Visit-my-Mosque events, and publications that condemn Isis, are just some of the ways the community is challenging demonisation. It is even hosting a documentary crew from Channel 4 – a bold move in a city still reeling from Benefits Street.


Birmingham resident, Luke Holland, at a peaceful counter-protest in the city centre.

Mr Ali says: “The extreme right know nothing about Islam, but neither do many Muslim extremists.” The mosque is therefore in the process of formulating a “code of conduct”, making clear that hate speech of any kind is unacceptable.

"We have to help young people become the next Chamberlains and Cadburys and Lucases of this city," regardless of background, says Labour councillor Habib Rehman. Instead of letting them slip into despair and extremism of any kind, "we have to tell them: 'Yes You Khan!’”

Tea and talk is not the most dramatic response to Pegida’s claim it will have “100,000 decent people on the street” by the end of the year. But, in Birmingham at least – the city of Typhoo, where bhangra is as familiar as Bournville, and “No dogs, no Irish!” still sits heavy on the collective mind – tea, for now, means hope.

India Bourke is the New Statesman's editorial assistant.