Google Chrome has done it again. It’s not often that a web browser would provide such insightful and even emotional advertising, but Google Chrome seems to know exactly how to tell a well-crafted story and that story is of course made so clearly using Google tools. After looking through the week’s crop of new ads I couldn’t overlook this one. It has been a while since a commercial actually made me think about past relationships and it is so far from cheesy or cliché that I was in awe of how it was created. For all I know, this video, aptly titled Coffee is authentic and perhaps that Google employee created this video for personal us. But that’s beside the point. I have been saying over and over again, that the way for any brand to guarantee itself some success and engagement is to create an authentic and revealing piece of work. Not only does this advertisement create a sense of connectedness with the audience, but it also showcases the browser as well as many Google web tools that are used by millions around the world.
One YouTube reviewer had this to say about the spot: The brilliant marketing that Google Chrome does is impressive. The story line with the internet server makes it all that more appealing to the public. And yes the internet is what you make of it. It is a place to share and hear stories that you can hear almost about anywhere in the world.
The response must be the most quintessential response anyone on the Google marketing team could have hoped for. While other browsers might think to advertise their browser’s speed or new interface, Google seems to put more value in the overall image of the brand. While of course some internet junkies will prefer Firefox over Chrome or IE because the hundreds of add-ons it boasts or its supposed superior speed, the common internet user just wants something that can get them from one website to another. And it’s more likely that the common internet user would chose a browser based off of advertisements and goodwill instead of reviews and technical details.
As of January 2012, Chrome is the second most widely used browser, having overtaken Firefox in November 2011, with a 28.4% worldwide usage share of web browsers according to StatCounter. This is quite stunning since the browser was only released 4 years ago, making it the fasting growing web browser. IE has been around since 1995 and at one time held 95 percent of the market. The fast adoption of Google Chrome cannot be attributed simply to the advertisements, but it no stretch of the imagination to assume that they played an integral part in new user adoption. Marketing successes are not so rare for the company, and while this new ad, Coffee, has yet to reach “viral” status, I have no doubt that it will. Much like the Google Chrome video titled Dear Sophie from last year. There is nothing more important than storytelling, and Google seems to know just how to do exactly that.