Google “Loretta” Super Bowl Commercial: It is a new era of how high-tech connects with human-beings.
What comes to my mind when I finished watching “Loretta,” the new super bowl commercials made by Google, is the value of faded memories and the invention of powerful tech-equipment, the power to retain the memories back. At the beginning of the video, a searching word, “how to not forget,” appears in the screen, and an old-man voice arises asking Google assistant to show a photo of his deceased lover, her interests and dislikes. As presented through the video, Mr. Reminiscence asked the Google assistant to remember every piece of which he values with an “I’ll remember that” in response. The entire video is slow, moving, and poignant with beautiful background music to facilitate the sense of nostalgia emotion across the atmosphere as the whole.
Why in Google?
Best Searching Engine Ever
Memory is an essential element for me to get engaged with these commercials; however, one point confuses me is the type of carriers-why Googles? And what makes Google a unique way to keep memories unforgettable compared to the old-fashion albums, letters, printing papers, and even paintings? As I’ve seen this video several times, here comes answers. Google intellectually makes viewers recognize that the current age is a mixer of conservatives and science, which I mean that people can’t abandon some old custom but still passionate about embracing the new changes. People love searching because of the convenience that seekers can achieve information, and people love Google because of the extensiveness that this search engine satisfies almost all the need of demanders. Google takes advantage of this commercial to solidify its advanced and powerful giant-tech role in this digital era and unveils its goal to fulfill more functions for users in the future.
Evolution of technology with humanity
As the most popular searching engine in the world, Google has successfully achieved a high level of awareness and usage; by this time, from my perspective, the core idea of the storyline of memories emphasizes one thing that Google devotes to do. In 2015, Google filed a patent paper for a new product that can replicate part of a human’s personality into a Robot, the character of the dead people, or a decreased lover. In this case, living people can communicate with the robot as if they talk to the digital lover. All purposes here are for reminiscence, the ability to keep something real from the important one; however, the debate of the ethicality in the use of the “human brain” becomes heated after the release of this video. The concern of the unwitting permission about the privacy facing to Google’s vast database urges users to contemplate how Google manifests their data for some other unpermitted actions. Indeed, when I read the article written by Larry Magid, I skewed my point of view from the feeling of sadness to the face of solemnity. “What if my extremely private information is disclosed to others, that must be the end of my day!” Suddenly, my admiration for the Smart Dr.Googles faded away. Then, I returned to see the video, and my original feeling always stays, getting touched with no irrigation. I was amazed by how I swift my mood, but I figured out the reason.
The target audience that Google seeks to pursue is the elder, not all! Specifically, the main character is an older man who lives alone and loses his lover forever. Having been experiences the majority of life and owned most of the things they wanted while young, accompanying is the most valuable thing for them to enjoy the rest of their lives. There is no particular judgment to evaluate the rightness of AI, but something stays unchanged in humans, which is LOVE. Love makes man happy, sad, and fragile. AI in this case serves to cherish the most important moment of life for each person, not leak.
Thus, given that the content created is personalized for the elderly, this commercial becomes so powerful that it achieves the sincere heart of the 50-plus demographic, and precisely, they have a firm purchase power now standing from the marketing side. It is an effective way to build a sustainable connection between target consumers and the brand.
To sum up, I evaluate this commercial with high effectiveness. The use of memories undeniably arouses the sense of empathy for a majority of demographics groups, and the selection of the hero helps the brand resonates with a more specific audience, the elder. Moreover, the prevalence of the video has gained a variety of earned media, for instance: some articles are released some media outlets-CNN, Mercury News, Adweek, Slate, TheVerge, Wahington Post, USA TODAY, and eMarketer Podcasts; besides, in some social media, with hashtag #GoogleLoretta, some opinions are shared in the Instagram and Facebook — the components of memories and nostalgia undoubtedly make the commercial become the best tearjerker, a thought shared by most media outlets.
