I love this Google ad so much. For one thing, I am a dad, so I do connect emotionally to it, but more than that I love the fact that it is centered on data.
I used to work for the hard disk manufacturer Quantum Corp many years ago. The folks at Quantum were always obsessed with the mechanics of the drive; the rotation speed, data density per platter and error rate. These are all wonderful things to have in a quality disk drive and when you are selling primarily to computer makers like Dell and Apple I suppose it makes good marketing sense. I always wanted Quantum to do a consumer campaign that centered around what I knew what was truly important, the data that lived on those drives. Much like the Intel inside campaign, this would be an effort to get consumers to specify Quantum for their hard drive. Consumers buy based on emotion and what they are emotionally connected to is their data.
I also love that this ad does not talk about features and specs, but focuses on the utility of Google+ and the automatic upload feature. This is a very Apple thing to do by the way. Look carefully at any Apple and you will see a greater emphasis on the utility than specs and features. This is one of the great secrets of Apple’s marketing, they understand people care a lot more about what a particular product can do for them than they do about specs. Other companies can try to compete on specs, but they never tell or show you how their product can change your life.