"Okay Google, dim the lights."

Image Source: https://goo.gl/rTiybC

"Okay Google, dim the lights." A few weeks ago I saw one of the simplest, most relevant ads I've seen in awhile. I was at the movie theatre, and it was time for the previews to begin. An image of the Google Home device appeared on the screen, and the audience heard, "Okay Google, dim the lights." And the lights inside the theatre dimmed. Of course, the theatre lights ALWAYS go down before the previews begin. But it was a stroke of brilliance to have the final commercial advertisement be for the Google Home, and to time the dimming of the theatre lights with the ad's voiceover, thus using that brief (15 second?) ad to demonstrate one of the actual capabilities of a Google Home device. It was the first time I can recall a theatre-ad that ended up being an experiential activation. And it was beautiful. Great advertising doesn't have to be complicated. It doesn't need to involve a giant, multi-screened, world-record-setting robotic billboard. (In fact, great advertising almost never does.) It does have to be interesting, and relevant, and placed where the audience is open to the message. Check, check, check. Well done, Google. (I would have liked to include an image of the actual ad with this post, but the "please put your phone away" message had appeared right before the Google ad. So an image of the Google Home device will have to do...)


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