Josh Tenser, creative director at Uncommon, says the brief was quite simple: to “drive meaning and emotion back into an incredible brand with perhaps the most important product on the planet一because people have started to take the magic of what Google Search can do for granted.”
While some may underestimate the value of Google, Tenser says it’s “not just there for the small transactions like banana bread recipes and directions to dry cleaners. We often search for the big stuff, too一at inflection points in our lives. Google can be our confidante at times when we would not feel comfortable asking a human for help. It can be一and has been一a force for genuine progress in all our lives. When you look at it like that, we only have to present people with the truth and we are doing our job.”
To home in on the worries, concerns and quandaries of people in Britain, Uncommon took a more intuitive and humanistic approach, relying on its own collective experiences with the pandemic and then sharing them with Google’s data insight team, which ultimately guided them to the answer to the question: What are people searching for this summer?
“Making ads for over a year in the pandemic has tuned us in really tightly to the pressure points in the collective psyche, and this was the well we drew from一everything we have learned in the past year,” says Tenser. “Rather than focus group the script, we ran it through the ‘machine’ instead. Once we had the narrative we wanted to…