Google CEO Eric Schmidt once reportedly called the Super Bowl the "last bastion of unaccountable spending in corporate America."
Sunday once again proved that, for the most part, Schmidt was still right.
The problem with Super Bowl advertising is that many of the big brands — namely Anheuser-Busch, Coca-Cola and Doritos — have no problem blowing through cash just to be funny.
I haven't seen any internal documents, but I'd assume tracing business back to these ads has long been thrown out the window.
But just because it's harder for big brands to tell you something you don't know — assuming there's no launch of a new product — doesn't mean they can't affect you on Super Bowl Sunday.
Just like Anheuser-Busch, Google is a leader. It's hard to believe that they can give you a 30-second ad that will actually give you a reason to head to Google.
I'm not sure that people are saying, "What is this Google?" this morning, but its parisian love ad did what no other big brand did on last night's broadcast. The ad, which showed the story of love through searches, showed you why you use and love Google.
It's actually a pretty simple idea.
No animals, no big advertising budget, no actors.
Just focus on the product.
I'm pretty sure Eric Schmidt isn't screaming over an increase in traffic this morning. That doesn't mean his ad wasn't "accountable."
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