During the NCAA Final Four tonight, Google aired its “Get back to what you love” ad and the response was overwhelmingly positive for the emotional impact and how good it was to encourage people to get the COVID-19 vaccine.
Google posted ‘Get back to what you love’ on its YouTube channel last week, but it got an even wider viewer side tonight. After a minute, the ad first opens on the search homepage with queries about “quarantine”, “social distance”, “closure”, “school closure” and “travel restrictions”. Meanwhile, the first part of “sweatpants” amusingly removed.
It then switches to a Google Calendar event with the “virtual” in “happy hour”, “fiesta” and “playdate” similarly edited. “Temporarily closed” switches to “Open” in Google Maps, and the company returns to Search for a few more examples. It ends powerfully on ‘family activities’ that drop ‘pandemic’.
The closing message is the name / name of the ad, with the final search for a vaccination near me. ‘It ends with the Google logo and “Read more on cdc.gov” opposite a company link. As of tonight, it has been viewed 4.7 million times on YouTube.
Several people told how the Google ad “On tear“And that it’s a ‘emotional journey. Meanwhile, Washington Post reporter Dan Diamond has an interesting Twitter thread about what the “subtle ad” manages to do.
It joins other ads released over the past year, and is easily on par with ‘Parisian Love’ released in 2009:
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