A Smartphone to Fix your Problems
At a time when everyone is constantly looking down at their phones, deciding which device to buy has become a very important event for consumers. Especially because most of them will be stuck with their phone of choice for two years, whether they like it or not. This ad by Google plays off of the idea that people are using Google’s search engine to find out why their current phone isn’t meeting their expectations. Questions roll on and of the screen like,”What’s wrong with my phone’s battery?” and,”Why does my phone take so many blurry photos?” The ad then concludes with the statement, “Funny you should ask” followed by the date of October 4th. When I first saw this ad I was left wanting more, hoping that Google would show me their phones that would fix all of the problems with the phone I was currently using. This ad used my need for curiosity perfectly, because I was so interested in this new product Google was alluding to that I spent the fifteen minutes after I saw the ad searching Google for more information. This ad is Jungian because it tells the story of a frustrated phone user, fed up with their device that seems to not perform well in all categories. To add to this, Google’s unique selling proposition is very bold. They are saying that their new phone will come through in all the areas where their competitors’ phones fall short. This ad is successful due to its excellent use of people’s need for curiosity, its Jungian storyline, and it bold unique selling proposition.
This ad employs the use of people’s need for curiosity successfully by using very minimal imagery throughout the video. All the viewer can see is the very memorable Google search bar. This combined with the ominous statement at the end of the ad builds up curiosity and excitement in the viewer that is hard to do in a normal cell phone ad. Most companies would show off their new tech products with flashy images and bragging about the new features of the device. However, Google being the dominant force in electronics that it is can take risks that other companies can’t. This ad could have failed miserably, and no one could have done any further investigation, but this was not the case. Google’s risk paid off big time, and it was the number one trending video on YouTube for days. This ad is also extremely relatable with its Jungian storyline. Almost everyone has had at least a moment when they have become frustrated with their phone, whether it’s running slowly, or won’t take a good picture. By relating to the customer, Google builds trust with their audience and almost act like a friend in telling them that a solution is coming soon. It’s as if they are a superhero saving the viewer from their below average device. This ties into their unique selling point because of the bold claims that Google provided. Since the phone provides all of the right features that someone’s current phone isn’t, it will be the perfect phone for anyone.
Upon first watching this ad, someone may think that it is directed at everyone, because everyone could use a phone. However, this ad is more specifically targeted at phone users who are unhappy with their current device. This also narrows down the age group that they are targeting. This is because the buyer must have the funds to purchase a phone, which could be anyone over sixteen from a middle class family of above. But, anyone older than around forty probably doesn’t care enough about technology and wouldn’t want to waste the money on a top of the line new phone. People above this age are usually more content with what they have, and will deal with minor inconveniences. This ad reaches this demographic well as it was displayed on the right social media platform and uses a style of ad that is appealing to this type of person. People of all ages uses YouTube as a replacement to cable and other forms of television and the hip and almost cocky style of the ad work well to peak interest.
So, this ad was able to successfully implement the use of a risky advertising technique when considering the product. It would have been easy for Google to show off their flashy new phone and throw out some generic statement like, “Our best phone ever,” but they didn’t. This risk that Google took paid off and rewarded them with high amounts of attention during a season when many new smartphones companies are fighting over new buyers.