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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10 times Nicola Sturgeon nailed what it's like to be a Remain voter post-Brexit

Scotland's First Minister didn't mince her words.

While Westminster flounders, up in Holyrood, First Minister Nicola Sturgeon has busied herself trying to find a way for Scotland to stay in the European Union

And in a speech on Monday, she laid out the options.

The Scottish Nationalist acknowledged the option of independence would not be straightforward, but she added: “It may well be that the option that offers us the greatest certainty, stability and the maximum control over our own destiny, is that of independence.”

She also hinted at a more measured stance, where Scotland could “retain ties and keep open channels” with the EU while other countries within the UK “pursue different outcomes”. 

And she praised the new PM Theresa May’s commitment to wait for a UK-wide agreement before triggering Article 50.

But Sturgeon’s wide-ranging speech also revisited her memories of Brexit, and the days of chaos that followed. Here are some of the best bits.

1. On the referendum

I am the last person you will hear criticising the principle of referenda. But proposing a referendum when you believe in the constitutional change it offers is one thing. Proposing - as David Cameron did - a referendum even though he opposed the change on offer is quite another. 

2. On the result

I told the Scottish Parliament a few days later that I was “disappointed and concerned” by the result. I have to admit that was parliamentary language for a much stronger feeling.

3. On the Leave campaign

I felt, and still feel, contempt for a Leave campaign that had lied and given succour to the racism and intolerance of the far right.

4. On leadership

It seemed abundantly clear to me that people - even many of those who had voted to Leave - were going to wake up feeling very anxious and uncertain. It was therefore the job of politicians, not to pretend that we instantly had all the answers, but to give a sense of direction. To try to create some order out of the chaos. That’s what I was determined to try to do for Scotland. I assumed that UK politicians would do likewise. I was wrong. 

5. On EU nationals

I felt then – and still feel very strongly today - that we must give them as much reassurance as possible. It is wrong that the UK government has not yet given a guarantee of continued residence to those who have built lives, careers and families here in the UK.

6. On karma

You tend to reap what you have sown over many years. It shouldn’t have come as a surprise to politicians who have spent years denigrating the EU and pandering to the myths about free movement, that some voters simply did not believe them when they suddenly started extolling the virtues of both.

7. On teenage voters

I think it was wrong in principle to deny EU nationals and 16 & 17 year olds the right to vote. But, as well as being wrong in principle, it was also tactically foolish. 

8. On slogans

While “Brexit means Brexit” is intended to sound like a strong statement of intent it is, in truth, just a soundbite that masks a lack of any clear sense of direction.

9. On Scotland

Some will say that we also voted to stay in the UK, so we must accept the UK wide verdict. But in 2014, we voted to stay part of a UK that was a member of the EU - indeed, we were told then that protecting our EU membership was one of the main reasons to vote against independence.

10. On taking back control

To end up in a position, which is highly possible, where we have to abide by all the rules of the single market and pay to be part of it, but have no say whatsoever in what the rules are, would not be taking back control, to coin a phrase we’ve heard more than once recently- it would be giving up control.