Google Returns to the Super Bowl With Another Love Story

The spot features a man searching for ways to keep his memory alive

an elderly couple
Google is returning to the Super Bowl this year. - Credit by Google
Headshot of Sara Jerde

After appearing in the Super Bowl 10 years ago with an ad about finding love in Paris, Google is returning for another ad focused on a different kind of love story but still told through its technology.

The 90-second in-game ad, “Loretta,” was partly inspired by the story of a Google designer’s grandfather, according to a blog post by Google CMO Lorraine Twohill. The grandfather narrated the ad, which was his film debut.

The ad was created entirely by an in-house team that animated and edited the commercial without an external agency or director.

Google didn’t immediately disclose his name or provide additional details about the spot’s creation or when it would appear in the game.

The spot, which doesn’t feel as long as 90 seconds may seem, features a man searching for ways to keep his memory alive. As he continues seeking details that could help him remember a person and put context to the photos of their lives together, Google takes notice.

“Both [Super Bowl ads] are simple love stories told through the lens of our products,” Twohill wrote.

Google joins the Super Bowl amid new privacy legislation and inherent tension with media publishers over the information the search giant provides them (especially as changes to its third-party cookie policy loom) in the fight over attracting advertising dollars.

At least two publishers will get a brighter light shined on them as part of the spot, though. In the first scene, when the grandfather is searching for “how to not forget,” he finds two links: a wikiHow entry and an article from Bustle.

It’s not clear whether those publishers knew they would make an appearance in the spot, or if that appearance represents a larger agreement between the entities. A spokesperson for Google declined to comment on the record regarding the partnerships, and wikiHow didn’t immediately respond to requests for comment. A spokeswoman for Bustle Digital Group said the publisher was aware of the ad beforehand.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best live coverage of the commercials anywhere.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
Publish date: January 28, 2020 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT