If Google Inc. (NASDAQ:GOOG) is still trying to come up with its “apple killer,” it might have found it through advertising. As far as advertisement’s go, they should be designed to create a sense of urgency around their service or product. Moreover, they should appeal to both the logical and emotional characteristics of viewers.
From the looks of things, Google is gaining ground against Apple (NASDAQ:AAPL) when it comes to this trajectory. If you compare Apple’s ad entitled “Your Verse,” with the Robin William’s voice over and breathtaking backdrop to Google’s “Search On” ads with inspiring music and memorable triggers; Google’s ad feels a lot more heartwarming.
And, if you want to your customers to view you as sensitive and compassionate, Google takes the win for tugging at heart strings. The Google search ad is about telling stories using everything you find on a search. It may take multiple searches to find the right accompaniments, but the point is that it can be done, and it can be done well.
In contrast, Apple conveys out-of-this-world images and experiences from around the globe. These scenes make you want to log on to your favorite travel booking site and hop on the next plane departing your city. They are a combination of business and exotic imagery from natural wonders. It essentially wants you to believe that, with the Apple device, you can live a life similar to the 1 percent.
But, can we all live like the rich and famous? Perhaps we can have similar experiences here and there, but it is probably not realistic on a day in and day out basis. So, that is why Google’s ads are more pragmatic. At a moment’s notice, we might not be able to charter a private jet to Tangier, but we can all assemble a series of images, videos, music and anecdotes to tell our life story.
