Everybody knows Google. Everyone uses Google. And unless you work for Microsoft or Yahoo or maybe Facebook, chances are you love Google. Which means that Robert Wong, creative head of Google’s in-house advertising agency, has the easiest job in the world, right?
Well, sort of. When I cheekily asked him this question, Wong explained that Google’s routine presence in our everyday lives can actually make it a challenge for the brand to resonate with people on an emotional level. That’s where story comes in.
During his talk at the Tomorrow Awards last month, Wong presented Google’s “Parisian Love” ad, which first ran during the 2009 Superbowl. The heartwarming spot tells the love story of an American man and a French woman as it unfolds through the guy’s Google search queries, from “study abroad Paris,” to “how to assemble a crib.”
Wong used the spot as an example of how Google tries to exceed people’s expectations through a mix of surprise, empathy and creativity (which he wrapped up into a neat, Googley algorithm). We sat down with Wong after his talk to chat more about the story of Google Creative Lab: