Most searched Google Ad

For decades, the Super Bowl has been one of the most visible and spectacular marketing moments of the year, and the most searched google ad. Grandiose ads tend to dominate conversation; some brands lean into surrealism and absurdism, whilst some tap into cultural cachet. And others try to cut through the noise with elegant simplicity.

The most searched Google Ad at Super Bowl ad – “Loretta”, was likely not a grand production, but it was incredibly resonant, describing details of a love story that spanned years in just a minute and a half. Similar in its simplicity and effectiveness is Google’s “Most Searched”, a celebratory ad for Black History Month.

Google dropped the ad the weekend before the official start of Black History Month, debuting it during the Grammys. The 90-second ad uses archival footage to illustrate 15 years’ worth of Google data, transforming numbers into a compelling, human narrative.

Following the release of the ad, Beyoncé posted it to her website; Howard University quickly chimed in to highlight their spot in it; and Bernice King retweeted it, adding a quote from her late father. Influential figures aside, the ad was met with intense enthusiasm: Twitter was ablaze with comments about the powerful nature of “Most Searched” and the video has since racked up more than 25 million views on YouTube.

When it comes to celebratory moments like Black History Month, it’s easy to get it wrong, and to engage disingenuously. But the content of “Most Searched” is poignant, because it gathers and displays so many areas of Black culture — arts, sciences, entertainment, sports, civil rights —, collectively telling a sweeping story of Black achievement and excellence. It acknowledges its audience in an emotionally resonant survey of history.

Google has also augmented its ad on Instagram, extending the conversation sparked by the piece by spending time with each listed search. Google’s capabilities and services are at the core of all formats of the ad, but in a way, they’re incidental. Instead, the ‘Google search’ motif shows Google not necessarily as a product or service, but as a facilitator; enabling its users to connect with others, with history and identity, with culture.

Indeed, that’s the role of any brand, whether it produces something immaterial or tangible — on its own, a product or service doesn’t tell a story, but with context, it becomes more, a way to educate and inspire.

Here at the projects*, we know that content can be a poignant vehicle for connection, whether it’s branded social content or a Super Bowl broadcast spot. With average social media users evolving from passive media consumption to sophisticated, aware content connoisseurs, it’s important to meet them where they’re at and establish connections with depth and breadth. If you’d like to learn more about how to utilize digital content to showcase your brand, drop us a line.

Big love,

the projects*