During the NCAA Final Four tonight, Google aired its “Get Back to What You Love” ad, and the response has been overwhelmingly positive for both the emotional impact and how well made 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 audience tonight. In a moment, the ad will first open on the search homepage with questions about “quarantine”, “social distancing”, “locking”, “school closure” and “travel restrictions”. In the meantime, the first part of “sweat pants”
Then it switches to a Google Calendar event with “virtual” in “happy hour”, “fiesta” and “playdate” in the same way edited. “Temporarily closed” switches to “Open” in Google Maps, with the company returning to Search for a few more examples. It ends strongly that “family activities” escape “pandemic.”
The final message is the ad’s tagline / name, with the final lookup for search as “covid vaccine near me.” It ends with the Google logo and “Learn more at cdc.gov” versus a company link. As of tonight, it has 4.7 million views on YouTube.
Various people shared how the Google ad made them “tear up” and that it was an “emotional journey.” Meanwhile, Washington Post reporter Dan Diamond has an interesting Twitter thread about what the “subtle ad” will be right.
It joins other commercials released in the last year, and is easily on the same level as “Parisian Love” which was released in 2009:
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