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Google's Harry Kane Bard AI Ads Rock!

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DEC 18, 2023
Nimish And Akriti (We Write)
NimishAndAkriti
Using a celebrity in an ad is a two-edged sword. On the one hand, there is the benefit of getting a lot of exposure. On the other, there is a danger that the celebrity will overshadow the product being advertised. And if one is using a celebrity for a product that is tech heavy, the challenge becomes even greater - the product has to be explained, even while ensuring the celeb has space. Google has managed to do both in its latest Bard AI campaign.
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Nimish And Akriti (We Write)
Google's Bard AI is an artificial intelligence chatbot - in simple English, it is a tool that answers your questions in a conversational manner. It involves a lot of high class tech and works brilliantly. However, a lot of people are confused by it and think of it as something that is really for the geeks - those heavy pieces by tech writers high on AI have not helped, So Google decided to simplify it. And got English football star Harry Kane to help!
Nimish And Akriti (We Write)
Considered to be the world's best football striker, Harry Kane recently moved from England to Germany to play for a German club. It was a very high profile move, and a lot of doubts were expressed over whether he could 'adjust' to not just the football but also life in Germany after having spent all his life in England, It is this premise around which Google has designed new Bard campaign. Guess who is helping Kane settle in Germany? Google Bard!
Nimish And Akriti (We Write)
It is a sound premise to build an ad around as it focuses on something that has been in the news a lot - can Kane adjust to Germany? The campaign revolves around short films in which Kane takes assistance from Google Bard on his Pixel 8 Pro phone. Kane uses Bard to find out meanings of German terms to learning German football chants to even working out a new goal celebration. The ads are simple and showcase how Bard is easy to use and so helpful too!
Nimish And Akriti (We Write)
Harry Kane's down to earth personality makes him perfect for the ad. Although a football great, he does not have the larger than like persona like a Ronaldo, or Beckham. He slips perfectly into the "I am new to this place and need to figure things out" role that the ad requires. The scripting of the ads is good too, with Kane asking simple, general, questions and being quietly witty too. It is normal, not over the top. And it showcases Bard's ease of use!
Nimish And Akriti (We Write)
The ads work because of their simplicity. And are set to continue. At the time of writing, we were told that other films in the campaign would include members of Kane's family too. Kane is believed to ask Bard to help him convince his son that moving to Germany is a good idea. We cannot wait to see that one. Very well played, Google. And Harry Kane! You can see some of the campaign films here. https://youtu.be/qQPZBqHfrq0?s…
Himanshu Khanna
him
Nimish And Akriti (We Write)
Nimish And Akriti (We Write)
Using a celebrity in an ad is a two-edged sword. On the one hand, there is the benefit of getting a lot of exposure. On the other, there is a danger that the celebrity will overshadow the product being advertised. And if one is using a celebrity for a product that is tech heavy, the challenge becomes even greater - the product has to be explained, even while ensuring the celeb has space. Google has managed to do both in its latest Bard AI campaign.
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I feel that's the primary for most celebrity-led advertisements — maximise exposure
DEC 21, 2023
Nimish And Akriti (We Write)
NimishAndAkriti
Himanshu Khanna
Himanshu Khanna
I feel that's the primary for most celebrity-led advertisements — maximise exposure
Oh absolutely, but what was cool about this one was that it also highlighted the functionality of the product in a very effective and relevant manner. Beats having a celebrity cruise around in a car and claim the car is good...
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