From Venables Bell & Partners, the same agency whose larger-than-life contraptions for Google Maps and Google Fiber injected a third-dimension into the online world, comes two very different-looking spots for the new Google Search App.
Unlike the Maps and Fiber work, which relied on large, custom-built machines to explain the functionality of the Google’s tools, VB+P is relying on a more traditional mode of storytelling for the Search App, focusing on how the voice-activated tool assists regular people in daily life. Yes, a young girl being forced to dress like Martin Van Buren for a school project is a bit improbable. But, still, mom goes into mom-mode with the help of the Search App, and creates something pretty amazing in just a matter of minutes.
A second spot, “Umpire,” is just as pleasant. What I like about these spots is their simplicity. Unlike Siri, Apple’s voice tool which, due to its terrible functionality most iPhone users avoid like the plague, the Google Search app functions as an easy on-the-go reference tool that seems to actually work. While neither of the real world situations depicted in the spots is all that likely, imagine the wonders the Search App could perform on bar bets. Why, you don’t even have to go to Wikipedia first anymore! Credits after the jump.
CLIENT NAME: Google
SPOT NAMES: Umpire and Martin Van Buren
AIR DATE: 11/21/2012
AGENCY: Venables Bell & Partners
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
ART DIRECTOR: Jason Warne and Ezra Paulekas
COPYWRITER: Alex Flint and Mike Duckworth
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
AGENCY PRODUCER: Joyce Chen
PRODUCTION COMPANY: Arts & Sciences
DIRECTOR: Matt Aselton
DIRECTOR OF PHOTOGRAPHY: Toby Irwin
EXECUTIVE PRODUCER: Mal Ward and Marc Marrie
PRODUCER: Andrew Travelstead