Really, really nice work. My vote for the only truly compelling commercial of the night. And as Advertising Age put it, "During and after the game, the spot was widely discussed, tweeted, blogged-about and re-posted on all manner of digital water coolers from Twitter to Facebook to LinkedIn."
But in the same article, they pointed out that consumers didn't notice or love it. What they loved? Betty White getting tackled. A guy in a shock collar.
Marketing geeks can love the beautiful work Google does all day long...but unless consumers notice it, it doesn't work.
Improv geeks can love amazing long form all night long...but unless consumers get it, it doesn't matter.
Industry insiders fall in love with the stuff that challenges us and makes us happy.
The Google ad incorporates the stuff we copywriters love (simple storytelling and a copy-only ad BWA HA HA) with the stuff the budget guys love (seriously...screen captures?) with the stuff marketing strategists love (product demos and benefits).
Longform incorporates the stuff improvisers love: scenes, relationships and characters in their purest form.
But the audience goes for the gimmick. In marketing, it's slapstick. In improv, it's Da Doo Run Run or any mime and gibberish guessing game.
So we're left shooting for the middle ground. The place where we keep our self-respect and feel like we're doing our best work—but where the audience will meet us and laugh (or cry) with us.
In other words, let's face it...we're all shooting for the Budweiser Clydesdales commercial.