While we’re used to Google garnering residual PR for retooling old media for new ways to advertise, we’re pretty unused to seeing Google actually advertise outside of sanctioned Google space or some kind of cross-brand. It’s a card the uberbrand rarely pulls.
Shortly after deciding to make Gmail public (really this time, except not) Google’s decided to start marketing for it too. And who did they tap as the vehicle to do the job? Youtube.
Nodding to critiques about big names doing bad at guerilla, Google makes sure we can’t accuse them of getting too slick. The video takes place in a cubicle farm, is narrated by a 20-something and demonstrates Gmail’s unique features with hand puppets made of office tools.
Clever, Google. They have a cavalier way of hawking great services by demonstrating none too shyly how much fun they’re having. And even as VC’s shake their heads in disgust at the grinning Googlers sipping smoothies, you have to admit few companies are willing to let their minions put their deskside office art on air. Maybe one day we’ll be getting credit for our low-key talent as origami bird makers.
