The Super Bowl is probably one of the most important sporting events in the US each year. Millions of people are tuned into their TVs to witness this game and it’s always a good opportunity for advertisers to put their ads out. After all, there’s no better time to appeal to Americans, especially when millions of them are watching. Super Bowl ads have become part of the culture.
Even though people look forward to the main game, there are also those of us that look forward to all the trappings that come with the events. Ads, in particular, are a big draw and advertisers know this. They go out of their way to make the few seconds they get as memorable as possible.
Over the years, we have seen a lot of creative and memorable ads. But this year’s Google ad titled Loretta is probably one of the most heart wrenching and sad Super Bowl ads that we have seen in a long time. The ad starts off with a Google screen and what appears to be someone typing the words “How not to forget.” On the search results, there’s some emphasis that “repeating something over and over again” is the way to go.
The person is heard using presumably Google voice assistance asking the search engine to “show photos of me and Loretta.” What follows is a list of beautiful and heartwarming photos of the man and Loretta, who we presume is his wife. The couple looks happy, charming, and in love. The man can be heard laughing and reminiscing in the background as a somber track plays.
The ad continues with the man asking for additional photos and what his wife used to love doing. He even tells the voice assistant to remember all those things for him and the Google software replies “Ok, I’ll remember that.” The software then recaps all the things the man asked it to remember.
It looks like an attempt by a man suffering from age-related dementia to remember all the good things about his wife. We also learn later that the wife is already deceased, something that packs an emotional punch to the entire thing.
The reaction to the ad was swift. People who watched it took to Twitter to express their emotional outburst once they saw it, most even admitting they may have cried a little bit after seeing it. The ad runs for about 90 seconds and even though there were a lot of ads running on the day, this one seems to have stood out a lot.
In case you haven’t seen it yet, it’s already available on YouTube. Even if you don’t cry, you will admittedly agree that it’s an emotional piece of advertising work that captures the emotions of what most people go through each day. Google has outdone itself this time and everyone is talking about it.