Still Following Apple Playbook, Google Debuts Cute Ads For Nexus 7 Tablet

Adapted from my Forbes.com blog The New Persuaders:

Next to its elegant products, Apple is best known for its iconic advertising–all the way from its famous (or infamous) IBM-baiting “1984” Macintosh ads to its “Think Different” campaign to its minimalist iPod spots. Now Google is borrowing Apple’s marketing mojo to promote its new Nexus 7 tablet computer.

Despite a deserved reputation for not doing many ads for its own products, Google was already making a small name for itself with a few scattered spots–even ones during the Super Bowl in 2011 and 2010–for selected products such as its Chrome browser. Some observers have noted how Apple-like the “Dear Sophie” and “Parisian Love” ads were–Apple’s FaceTime ads and “Get a Mac” ads, in particular, are pretty cute–so Google must have figured it might as well stick with what works.

Today, Google debuted a TV commercial for the Nexus 7 tablet that once again follows the Apple playbook: simple, cute ads with music that walks the edge of heartwarming and treacly. This one has a father and son using the tablet while camping–and if that sounds strange for a device that requires a WiFi connection, well, watch the ad to discover the twist.

Will the ads work? As the Atlantic points out, this one may not work as well as the others for several reasons that have to do with that twist. Others love it.

The only mystery is why Google is running these ads now, when the pricier version of the Nexus 7 is sold out. Yes, a product shortage–another buzz-producing page from Apple’s playbook. But if Google keeps up the high level of emotional connection its ads routinely forge, it seems likely to set its own example for tech advertisers.

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