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Ads We Like: Google’s Super Bowl spot keeps man’s memories of his wife alive

Google first aired a Super Bowl a decade ago during the 2010 Super Bowl. During this year’s Super Bowl, the search giant will mark that anniversary with a touching story, ‘Loretta’ that tells the story of an older man who uses Google Assistant to remember his wife.

The ad starts with the typing of ‘how not to forget’ before getting personal with a man who uses the Assistant to call up precious memories from decades together with Loretta. He says things like “Show me photos of me and Loretta”, “Remember, Loretta hated my mustache,” and “Play our favorite movie,” as the viewer is walked through their life.

Aside from drawing a tear, the ad aims to show Google has built products that help people in their daily lives, in big and small ways, and it hints that it can help people remember even as age may take away some of those memories.

“’Loretta’ has a few other things in common with our ‘Parisian Love’ commercial from 10 years ago,” wrote Lorraine Twohill, chief marketing officer, Google in a blog post. “Both are simple love stories told through the lens of our products. Both were inspired by real people – in fact, the voice you hear throughout ‘Loretta’ is the grandfather of a Googler, whose story we drew from to create the ad. At 85, to an audience of millions, he’ll be making his film debut. We couldn’t be happier for him.”

To prepare people for the game, Google has also released a video primer, ‘A little help before the Super Bowl,’ which celebrates the questions people ask about the game every year, based on Google Trends data. The teams, cities and performers of the Super Bowl change from year to year, but searches about the game remain consistent. Some queries highlighted in this video include “What time does the Super Bowl start?” “Who won the Super Bowl last year?” and “Greatest catch of all time?” which finds Joe Montana wondering that as well in front of pictures of the infamous 'The Catch' from 1982.

See both spots by clicking on the Creative Works box below.

Google: Loretta

Added 28 January 2020
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