Google's best advertising takes something vast and abstract - a search engine, a phone, a set of cloud services - and makes it feel intimate and human. 'Parisian Love' told a complete love story through search queries. 'Loretta' followed an elderly man searching to remember his late wife. The annual 'Year in Search' films have become one of the most anticipated pieces of branded content of the year. Google understands that its product is human connection, and it makes advertising that proves it.
-
Aftermath
- Google
School maths has changed and parents cannot help with homework using the methods they were taught. Google Gemini is positioned as the translator between the two: a tool that takes the maths a parent already knows and converts it into the new method their child is being taught, aimed at the frustrati
-
Ilustradora
- Google · 2022
Google "Ilustradora". A Google spot celebrating an illustrator and the creativity its tools enable.
-
League of Legends
- Google Play · 2021
Google Play "League of Legends". A gamer at home frames mobile play and the culture around the game. Google Play meets players in their own space.
-
Find Your Path
- Google · 2020
Google "Find Your Path". A solitary hiker in a vast landscape frames search and exploration as finding your own way. Google ties its tools to personal discovery.
-
Okabashi
- Google
Directed by Arianna Lapenne; DP Adam Uhl - frameset.app/search/brand/google/okabashi
-
Today Meet Tomorrow
- Google · 2022
Google "Today Meet Tomorrow". Google frames its technology as the bridge between today and tomorrow.
-
Student Offer
- Google · Impact BBDO · 2024
Students know the pain of hitting a prompt limit mid-flow - so Gemini's student offer gives a year of unlimited prompts and Google's top tools free, dramatised across MENA as the moment limits break an idea and Gemini keeps going. The insight: for students the product truth is momentum; sell the uni
-
Better With Gemini
- Google · Impact BBDO · 2024
Google Gemini for MENA's Gen Z: complexity turned into simplicity, an AI experience so seamless it feels second nature - do more with less. The insight: AI advertising oversells the future; this sells the absence of friction, which is what a generation raised on instant actually wants.
-
Google Nest Mini - All of Google, for all of you.
- Google · 2019
To drive adoption of the Google Nest Mini in multi-generational Indian households, the brand had to overcome the perception that smart speakers are complex, English-only gadgets reserved for tech enthusiasts. The campaign taps into the cultural truth that while Indian families live collectively, eac
-
Beautiful Chaos
- Google Pixel · Dark Horses · 2024
To find an authentic role within a major football tournament, this campaign moved the focus from the polished on-field action to the fans. The strategy was built on the insight that the true magic of the sport lives in the messy, passionate, and unpredictable fan experience, which the campaign title
-
Year in Search 2021
- Google · Google Creative Lab · 2021
In a year of global recovery, Google's annual 'Year in Search' film went beyond a simple recap to reinforce the brand's human-centric role. The creative idea was built on the insight that search data revealed a collective desire for recovery, framing the year's zeitgeist around the central question
-
Google’s Third Decade of Climate Action
- Google · 2024
Google set out to address rising public skepticism toward corporate net-zero claims, which are often dismissed as greenwashing through paper-based carbon offsets. The strategy reframes corporate climate action from passive annual offsetting to an active, real-time commitment of operating on 24/7 Car
-
Play the World
- Google Play · 2018
Google Play used Street View to pin iconic movie scenes to the exact real-world locations where they were shot, letting people stand in the environment and see the film wrapped around them. The insight is that the pleasure of a film does not stop at the frame - it changes how you see the ordinary pl
-
Reviews of Hope
- Google · google creative lab · 2021
Indonesians had become vaccine-hesitant through misinformation, and Google Search data showed exactly which fears were trending - so Google matched each specific fear to a first-hand account from someone who had taken the vaccine, and published them, contextually, as the first reviews of the Covid v
-
Project Genie
- Google · Google Creative Lab · 2026
DeepMind released Project Genie - a world model that turns a sentence or a photograph into an interactive, explorable world - to AI Ultra subscribers, then let the creative community carry the launch: the demo film became the most engaged post in DeepMind's history at over 13 million views, and a Di
-
Loretta
- Google · google creative lab · 2020
An elderly man asks Google Assistant to remember details about his late wife Loretta - that she hated his moustache, that she used to hum - assembling a memory of her from stored notes and photos. The insight is that memory loss is not an abstract fear but the fear of losing one specific person, and
-
Angry Birds
- Google Chrome · 2011
To solve the strategic problem of demonstrating its technical superiority over competitors, Google Chrome tapped into the cultural phenomenon of native mobile gaming. The core insight was that people saw rich, fluid games like Angry Birds as an experience only possible on a phone, not in a web brows
-
An Awesome World
- Google Chrome · google creative lab · 2012
The creative idea is to position the browser not as the hero, but as the invisible window to the incredible content of the web. It builds on the insight that people don't love their browser, they love what they do and find online. To drive adoption, the strategy was to associate Chrome with the feel
-
Jess Time
- Google Chrome · google creative lab · 2012
Part of the 'The Web Is What You Make of It' platform, the campaign aimed to humanize Google's technology and build brand love. It taps into the insight that the web is a deeply personal space where we build and maintain our most important relationships over time. The creative idea shows a father's
-
Coffee
- Google Chrome · BBH London · 2010
How do you dramatise milliseconds? Race the browser against things that are absurdly, physically fast: a potato gun, lightning, sound waves - page loads captured on high-speed cameras against real projectiles (the potato-gun setup took 51 takes). BBH New York and Google Creative Lab turned a benchma
-
Make It Happen
- Google Chrome · Anomaly · 2024
Google Chrome "Make It Happen". A Chrome spot framing the browser as where people turn ideas into reality.
-
King Arthur Flour
- Google Chrome · BBH New York · 2012
To move beyond a technical arms race of browser features, this campaign set out to build an emotional connection to Chrome. The strategy was built on the insight that the web's true value is in the human passions it enables. Part of the lauded "The Web Is What You Make Of It" series, this film tells
-
Dear Sophie
- Google Chrome · BBH New York / Google Creative Lab · 2011
A father chronicles his daughter's life by emailing an address she cannot yet read - photos, videos, notes - assembling a childhood inside a Gmail account she will one day open. The insight is that Google's products quietly accumulate the most precious archive a family owns, and the value is not the
-
Parisian Love
- Google · Google Creative Lab · 2010
An entire love story - study abroad, a girl, a move to Paris, a marriage, a baby - told with nothing but a search box: queries typed, autocompleted, corrected. The insight is that search history is the most intimate record of a life, containing the questions people would never ask aloud. The strateg
Google's advertising archive is one of the best arguments for the power of demonstration over description. The brand rarely explains what its products do; it shows what they enable. That distinction - between features and feelings - is the difference between technology advertising that moves people and technology advertising that merely informs them.