A Story to Remember

Each year, advertisers are presented with an opportunity to gain immense visibility for their brands at one of the most watched television events of the year--the Super Bowl (if resources allow, of course). This high risk, high reward opportunity places pressure on brands to stand out against the plethora of game-day ads in order to make their investment worthwhile.

Subsequently, advertisers have tried it all when it comes to the Super Bowl. They often feature Grade A celebrities or use elaborate songs and dances to sell their products. However, this year, Google went back to basics, using a simple advertising strategy to reach the heart of millions.

Google’s “Loretta” Super Bowl ad appeals to consumer pathos through an equally painful and heartwarming story of an elderly man whose wife has recently passed away. The ad highlights the man's journey as he uses Google to remind him of all of the little things he loved about his wife, so that he will never forget.

Both during and after the Super Bowl, the feedback on Google's "Loretta" ad was overwhelmingly positive. Google's usage of a powerful and universally relevant story, without any fancy production or effects, led to its success as one of the most memorable Super Bowl ads of 2020.