EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... GOOGLE.
The original Google Pixel tube ad
Google has an informal tone of voice in its advertising. It's not as conversational as we have seen in recent weeks with Innocent, for example, but it definitely reflects Google's brand image.
The original ad focuses on the battery life of the new Pixel 2 smartphone. It asks the audience why they carry a battery to charge their phone battery, before introducing the new Pixel 2's battery, which is 'long-lasting'.
While the idea behind the ad is a good one, the execution feels clunky. There is too much repetition of the word battery - out of just eleven words on the ad, three of them are battery - which comes across as the writers running out of ideas.
I have kept the focus on the phones battery life, but instead of methodically repeating the word battery I switch attentions to the user of the phone. This creates a stronger purpose of the ad that focuses on the user while appearing less clunky than the original.
My re-worked Google Pixel tube ad