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Google Ads on COVID Vaccine Broadcast during NCAA Final Four




At the NCAA Final Four tonight, Google aired an ad saying “Let’s get back to what we love.” The response was overwhelmingly positive for both the emotional impact and the ingenuity in encouraging people to get the COVID-19 vaccine.

Google posted on its YouTube channel last week, “Let’s get back to what we love,” but tonight it has gained a wider audience. After a minute, the ad will first appear on the search homepage and the queries “Quarantine”, “Social Distance”, “Blockade”, “School Closure”, and “Voyage Restrictions” will be removed. Meanwhile, the first half of the “sweat pants” has been interestingly deleted.

Next, “Happy Hour” “Virtual”, “Fiesta”, and “Play Date” will switch to the similarly edited Google Calendar event. “Temporarily closed” switches to “Open” on Google Maps, and the company returns to search for a few more examples. It ends strongly with a “family activity” that drops the “pandemic.”

The closing message is the tagline / name of the ad, and the final search is “Nearby Corona Vaccine”. It ends with the Google logo and the “Learn more with” vs. company link. As of tonight, it has 4.7 million views on YouTube.

Various people shared how Google Ads made them “tear” and that it was an “emotional journey.” Meanwhile, Washington Post reporter Dan Diamond has an interesting Twitter thread about the correctness of “subtle ads.”

Joining other ads released in the last year, it’s easily on the same level as “Parisian Love” released in 2009.

It’s also interesting to compare Google’s ads with, for example, the new federal vaccine PSA.

Both try to dig up similar emotional terrain, but Google Ads is a much lighter touch and feels more profound (in my view).

-Dan Diamond (@ddiamond) April 4, 2021

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