Google’s Super Bowl XLIV ad in 2010 scored a touchdown with viewers. “It really demonstrated the versatility of search,” said Reibstein. “It was really very emotive. It was a love story.” Added Madden: “It shows that Google isn’t just part of your life, it’s really interwoven into your world.” How does that compare to Facebook? “Google’s done a much better job in terms of emotionally connecting with the audience,” said Madden.