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 2 tube ad
It's been hard to miss Google's tube ads of late as they herald the release of the new Pixel 2. Following on from my previous look at Google's advertising at the end of last year, I've come across several more Google ads that I think could do with some work. This one is in a lovely shade of blue.
As we've seen before, Google has an informal tone of voice in its advertising. It's not as conversational as we have seen for other companies like Innocent, for example, but is much more informal than either of the airlines we've looked at - American Airlines and Swiss Air. Google's tone of voice most definitely reflects the company's brand image.
The original ad focuses on the camera function of the new Pixel 2, which works perfectly in low-light settings - such as at a concert or in a club/bar/etc. - so you can document your nights out. So far so good
The product, however, falls flat when it comes to the copy. Firstly, London has nightlife. New York has nightlife. People do not. People have nights out. Using the term 'my nightlife' sounds clunky and just doesn't really make sense. A simple change to 'Did my night's out get brighter?' would signify a vast improvement.
As well as changing the text on the left, I've used the same language on the right hand side that I employed in the previous Google ad I reworked (Live more. Charge less), this time changing it to Live more. See more. Again this creates a stronger ad while maintaining the language I used in the previous Google ad.
My reworked Google Pixel tube ad.