In that post, I noted “It’s truly a brand campaign: Google is not selling anything here other than its own brand – that ephemeral sensibility that resides between its customers’ ears.” Well I’ve got a pretty reliable source who is telling me Google plans to hit the branded advertising big leagues this Sunday – the source says Google’s “Parisian Love” ad (below) will air during the third quarter of the Super Bowl.
Now that would be a true turning point for the brand – a brand that, for nearly ten years, dismissed brand advertising as a waste of money (“The last bastion of unaccountable spending in corporate America,” in Eric Schmidt’s words back in 2006), and built its entire fortune on turning the advertising model upside down.
I emailed folks at Google for comment today, and a spokesperson said “Watch the Super Bowl!” That ain’t a no, folks. (It’s not a yes, either, but…)
I can’t find the ad in this lineup of SuperBowl advertisers, but I’d not be surprised if Google had asked CBS to keep their name out of the pre-game hype (my source was told Google was keeping this quiet). File this as a strong rumor for now, as I can’t get a secondary confirmation – though Google’s response was pretty telling.
Needless to say, I’ll be Tivo’ing the game….Here’s the ad.
UPDATE: After I emailed Google for comment, Eric Schmidt tweeted this out:
Can’t wait to watch the Superbowl tomorrow. Be sure to watch the ads in the 3rd quarter (someone said “Hell has indeed frozen over.”)
Eric, you trying to scoop my scoop?! Who ever would have thunk it?