This Google ad during the Final Four made more than a few viewers weary of the pandemic cry

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Advertising starts off fairly simple.

A delicate piano melody plays in the background. The classic white Google search engine dominates the screen. Keyboard hits echo as an invisible computer user types words that have largely ended up defining the pandemic – or rather life – for most people this year: quarantine, social distancing, school closures and locking.

But it is the following that seems to have struck a chord with many. The Google ad first ran during the NCAA Final Four game on Saturday, and netizens quickly noticed how it made them “emotional” or even “crying” for the message it conveyed.

After the brief but brutal reminder of the virus’s toll, the music picks up speed and familiar sounds emerge – school bells ringing, chatting among a group of people, laughter from a crowd – as the words are put prominently and quickly removed from the search bar and Google Calendar. Happy Hour and game dates are no longer virtual, weddings are no longer postponed, nor sports seasons canceled. And a theater and restaurants displayed on Google Maps go from “closed” to “open”.

It ends with a simple message, also the title of the ad: “Get back to what you love.”

But it’s also a call to action: get vaccinated. The latest clips show a user typing in the words “vaccine covid near me” and then a link to cdc.gov encouraging the public to learn more.

When Amanda Litman, co-founder and executive director of Run for Something, said she was “absolutely furious” that a Google ad was making her “tear her up,” Marvin Chow, vice president of global marketing at Google, quickly commented. answered.

“Whatever it takes to get us all to safety,” Chow replied.

Watch the ad for yourself:

Shannon Larson can be contacted at [email protected]. Follow her on Twitter @ shannonlarson98.



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