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Google has no interest in half-measures. In its advertising, this means fully embracing the digital nature of its products—or going the other way completely by building old-timey, handcrafted props to illustrate how the products work. You see examples of the former approach in spots like "Parisian Love" (for the search engine) and "Dear Sophie" (for the Chrome browser)—ads that are 100 percent digital, stitched together entirely from dynamic computer screen shots. On the flip side, you have ads like the Chrome speed tests (which compared the browser's fleetness with that of real-world speed demons like lightning and flying potatoes, all filmed in 2700 fps slow motion), or more recently, the giant gyroscopic labyrinth cube for Google Maps.