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Google Advertising

Google positions itself as the place to go when consumers need ‘help’


By Kyle O'Brien, Creative Works Editor

March 28, 2019 | 3 min read

Proving that Beatles music is timeless, Google has enlisted the song ‘Help’ to promote its multiple offerings as saviors to the millions that use the search giant’s services.

Google 'Help'

Google's 'Here to Help' campaign

The campaign debuts on MLB Opening Day (March 28) and will air during the NCAA Sweet 16 games. The spot, 'Here to Help,' features user-generated content to show real, relatable life moments where Google products help make things a little better for users – like trying to avoid traffic to get home faster, having to “undo send” an email or going incognito to enjoy some quality family time.

The campaign’s theme is also a nod to upcoming campaigns showcasing all the ways Google aims to be helpful not only to users but to partners, customers and society as a whole.

Additional 15-second spots will roll out across TV and online throughout the rest of the NCAA tournament and MLB opening week. It was created by Google’s in-house Brand Studio.

The 15-second spots center on little moments where people need various versions of help from Google. One features a couple of young boys in a bath covered in paint. The dad asks whose idea it was, while Google Home finds “playgrounds near me.” Another humorous bit of footage sees a teen cymbal player losing one of his cymbals mid-anthem, as the Google assistant types “add cymbal strap to shopping list.”

Google stated in a release that it is doing “more than we ever thought possible back when we started as a search engine. We’re helping people start and scale businesses…helping people in moments of crisis where timely information is most needed. We’re investing to close many inequality gaps around the world, helping people become digitally literate, acquire new professional skills, get a job in the digital economy or find new work when they return from service.”

Some recent launches and initiatives from the company include ‘Bolo’ in India, a reading tutor app; ‘Lookout’ AI tools on Pixel devices to help the visually impaired; tools for app developers; and developments of its News Initiative.

The campaign comes as BBC stated it was removing its podcasts from voice device Google Assistant and the Google Podcast app, because of the way the search giant promoted third-party apps, and days after the company received a €1.5bn (£1.28bn) fine from European regulators over antitrust violations.

Google: Here to Help

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