Not a big fan of football, but always find the ads interesting. Frankly a bit surprised to see Google as one of the advertisers here. A couple of reactions here on multiple levels for me:

1) the fact that Google has built it’s brand without traditional advertising and is now making its first foray into the most traditional of traditional. The fact that this is a feel good ad would lead me to believe that that they might have concerns around Google’s brand health vis a vis its’ “don’t be evil motto.”

2) shows the tremendous power of search as (Jeff Herzog used to say) a) a reverse direct marketing tool, and b) more interestingly to me, to harvest data on searchers to pinpoint where in the funnel they are and where they might be going next

3) to #2, and my previous post, how we can begin to harvest this stuff as marketers in aggregate, and begin to make more sense of it. Makes personas and market segmentation seem a little brute force when you can get down to this level of granularity and level of true observation/ insight. Literally a direct view into the searchers’ brain in real time. So as strategic advertisers, it’s not so much about attitudes, as it is about correlations between search content and search behavior, and other data, to make predictive, and therefore useful insights about consumers so we can better meet their needs, and of course, sell more stuff..