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
Jeremy Corbyn, Labour leader. Getty
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Will Labour leader Jeremy Corbyn become Prime Minister after the 2017 general election?

Can Labour leader Jeremy Corbyn win the 2017 general election? 

Jeremy Corbyn could be the next prime minister. Admittedly, it’s highly unlikely. After less than two years as Labour leader, Jeremy Corbyn is leading the party into a snap general election. Labour behind in the latest general election polls and underperformed badly in the recent local elections. But since the election was called, Labour’s position in the polls has been improving. Can we trust the general election polls?

This isn’t the first vote of national significance since his election, however, since he was in office during the 2016 EU referendum. It’s also not Corbyn’s first serious challenge: after the Brexit vote, his MPs voted “no confidence” in him and Owen Smith challenged him for the leadership. Corbyn saw off that threat to his position convincingly, so can he pull out another electoral triumph and become prime minister? 

Can Jeremy Corbyn become prime minister after the general election 2017?

Do the polls predict a Labour victory?

Since May 2015, the Conservative Party has consistently led in the polls. The latest polls give Labour ratings in the mid 30s, while the Conservatives are on the mid-40s. Recent improvements in Labour’s standing still leave Jeremy Corbyn a long way from becoming prime minister.

But should we believe the general election polls? Glen O’Hara, professor of modern and contemporary history at Oxford Brookes University, points out that the polls have been wrong before, and could be overstating Labour’s collapse. However, a 20-point gap is far outside the margin of error. A Corbyn win would be an unprecedented upset.

What is Labour's record on elections?

At the 2016 local elections, Labour did not gain any councils and lost 18 seats and 4 per cent of the vote. James Schneider, the co-founder of Momentum who is now Corbyn’s head of strategic communications, said this showed Labour was on the right trajectory, but it’s a disappointment for an opposition to make no gains. And at the Copeland by-election this February, Labour lost the seat to the Tories – the first government gain in a by-election since 1982.

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Jeremy Corbyn’s path to power would be one of the greatest surprises in British politics. But unlikely doesn’t mean impossible. It would take some extraordinary events, but it could happen. Check out the latest odds to see how the markets rate his chances.

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