Parisian Love needs Ultimate Control.
Google, this is the year 2010, not the year 2000. Your dominance in web search is all but assured at this point. Why did you need to advertise on the Super Bowl? Were you worried that the American public, in its haze of beer and buffalo wings had forgotten you and will wake up after their deep-fried orgy and start searching on Bing?
Whatever the case, you tried to use the telvision medium to tell a story. Unfortunately, what this video proves is not that Google tells a story, but leaves a story open up to a lot of interpretation as they mine your data for a story. Sure, I thought the commercial was cute the first time I saw it. But after watching the commercial again, I have a lot of deep concerns.
I’m really worried about the searcher. The searcher doesn’t know French well at all and has to look up a pretty basic phrase. Web translators have come a long way, but they are no better than looking the words up in a dictionary. And how are you expected to succeed studying abroad if you don’t even know how to get laid? What’s worse is the lover gives up his dream of a carefree, long distance relationship for a “job in France.” Buddy, you might have noticed there’s something called a global recession going on. If you can’t speak French well, and you have no idea what field you might work in, searching “jobs in France” will end you up at the Paris McDonald’s, which is just as bad as the one down the street in America.
Then we get to the search for churches. The obvious story suggests that the pair gets married, but the search doesn’t necessarily show that. Maybe the baby they later build the crib for is a bastard out of wedlock. Also, perhaps the searcher just wanted to be closer to Jesus, Buddha, or the Flying Spaghetti Monster in his new life as a Parisian burger flipper, since they never suggest a wedding really happens.
This commercial is the perfect example of why you have to take control of your story in full detail. If you don’t, crazy people will rewrite it into the story of a student studying abroad and getting the wool pulled over his eyes by a cheap Parisian hussie.