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
Getty
Show Hide image

The Brexit select committee walkout is an ominous sign of things to come

Leavers walked out of a meeting of Hilary Benn's "gloomy" committee yesterday. Their inability to accept criticism could have disastrous consequences

“Hilary Benn isn’t managing a select committee. He’s managing an ecosystem.” That was the stark verdict of one member of the Commons' Brexit committee on its fitness for purpose yesterday. If its meeting on the eve of Article 50 is anything to go by, then Benn’s fragile biome might already be damaged beyond repair.

Unhappy with the content of its “gloomy” provisional 155-page report into the government’s Brexit white paper, leavers on the committee walked out of its meeting yesterday. The committee is a necessarily unwieldy creation and it would probably be unreasonable to expect it to agree unanimously on anything: it has 21 members where others have 11, so as to adequately represent Leavers, Remainers and the nations.

Disagreements are one thing. Debate and scrutiny, after all, are why select committees exist. But the Brexiteers’ ceremonial exodus augurs terribly for the already grim-looking trajectory of the negotiations to come. “As I understand it, they don’t like analysing the evidence that they have,” another pro-Remain member of the committee told me.

Therein lies the fundamental weakness of the Brexiteers’ position: they cannot change the evidence. As was the case with the 70 MPs who wrote to Lord Hall last week to accuse the BBC of anti-Brexit bias, they assume a pernicious selectivity on the part of Remainers and their approach to the inconvenient facts at hand. None exists.

On the contrary, there is a sense of resignation among some Remainers on the Brexit committee that their reports will turn out to be pretty weak beer as a consequence of the accommodations made by Benn to their Eurosceptic colleagues. Some grumble that high-profile Brexiteers lack detailed understanding of the grittier issues at play – such as the Good Friday Agreement – and only value the committee insofar as it gives them the opportunity to grandstand to big audiences.

The Tory awkward squad’s inability to accept anything less than the studied neutrality that plagued the Brexit discourse in the run-up to the referendum – or, indeed, any critical analysis whatsoever – could yet make an already inauspicious scenario unsalvageable. If they cannot accept even a watered-down assessment of the risks ahead, then what happens when those risks are made real? Will they ever accept the possibility that it could be reality, and not the Remain heretics, doing Britain down? How bad will things have to get before saving face isn’t their primary imperative?

Yesterday's pantomime exit might have been, as one committee member told me, “hysterically funny”. What’s less amusing is that these are the only people the prime minister deigns to listen to.

Patrick Maguire writes about politics and is the 2016 winner of the Anthony Howard Award.