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Google is taking to an old-fashioned medium to promote its Chrome browser: TV commercials. The company kicked off the campaign on Tuesday night with ads airing during “Glee” and “One Tree Hill.” Google Creative Lab created the campaign—Google’s biggest ever offline promotion—with the ad agency Bartle Bogle Hegarty. Google believes that the more people it can convince to use Chrome, the more people it can continue to lure into using Google products.
The campaign, called “the Web is what you make of it,” makes an appeal to emotion in hopes that potential customers who don’t care about the browser’s speed or technical specifications will respond to ads based on meaningful, real-life stories—which just happen to involve Google products.
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