During the NCAA Final Four tonight, Google ran its “Get back to what you love” ad and the reaction was extremely positive both for the emotional impact and how well-crafted it was in encouraging people to get the COVID-19 vaccine.
Google posted “Get back to what you love” on its YouTube channel last week, but it had an even bigger audience tonight. One minute long, the ad is opened for the first time on the Search homepage with queries for “quarantine”, “social distance”, “blocking”, “school closings” and “travel restrictions” excluded. Meanwhile, the first part of the “sweatpants” is playfully removed.
Then it switches to a Google Calendar event with “virtual” at “happy hour”, “fiesta” and “playdate” similarly edited. “Temporarily closed” changes to “Open” on Google Maps, with the company returning to Search for a few more examples. It ends powerfully in “family activities”, eliminating the “pandemic”.
The closing message is the slogan / name of the ad, with the final Search poll being “secret vaccine near me”. It ends with the Google logo and “Learn more at cdc.gov” instead of a company link. As of tonight, he had 4.7 million views on YouTube.
Several people shared how the Google ad made them “to tear apart“And that was a”emotional journey. ”Meanwhile, Washington Post reporter Dan Diamond has an interesting topic on Twitter about what the” subtle ad “works for.
It joins other advertising launched last year and is easily on par with “Parisian Love” launched in 2009:
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