You probably remember where you were when that old man started talking to his computer about his late wife, Loretta. It was 2020. The world was about to change in ways we didn't see coming, but for sixty seconds, millions of people were just... crying. That’s the power of a Google commercial Super Bowl spot. It isn’t just about a search engine. It’s about how we use technology to hold onto the things that make us human.
Google doesn't buy airtime every single year. They aren't like the beer brands or the chip companies that feel a crushing seasonal obligation to show up. When Google shows up to the Big Game, they usually have something specific to say about the "soul" of their data. They’ve moved from being a utility—a thing you use to find a plumber—to being a digital scrapbook of our entire lives.
Why Google’s "Loretta" Still Haunts Our Ad Strategy
Honestly, "Loretta" shouldn't have worked as well as it did. It was just a series of searches and old photos. No celebrities. No explosions. No talking animals. But it worked because it was real. The voice you heard was actually the grandfather of a Google employee. That’s the secret sauce. While other brands were spending millions on A-list cameos, Google spent their money on a story about memory loss and the fear of forgetting.
It’s a masterclass in emotional resonance. By showing the Google Assistant helping an elderly man remember his wife's favorite flowers or how she used to hum, they moved the product from a "voice-activated speaker" to a "companion." This shift is massive. It’s what marketers call "humanizing the brand," but for Google, it was about proving that their AI and data sets actually mean something to the individual person.
The tech was the backdrop. The human was the lead.
The Shift to Accessibility: "Javier in Frame"
Flash forward a few years to the 2024 "Javier in Frame" spot. This wasn't about nostalgia. It was about utility and inclusivity. The ad followed a blind man named Javier as he used "Guided Frame" on his Pixel phone to take photos of his life.
What’s wild about this ad is how it was filmed. To give the audience a sense of Javier’s reality, the director, Adam Morse (who is also blind), used a specific filming technique that made the edges of the frame blurry and out of focus. It was disorienting. It was intentional.
- It showed the Pixel 8's AI capabilities.
- It highlighted a demographic—the visually impaired—that is often ignored in high-stakes tech advertising.
- It proved that Google's "AI" wasn't just for generating fake images or writing emails; it was for helping people capture moments they couldn't see with their own eyes.
The Cost of the Google Commercial Super Bowl Moment
Let’s talk money. In 2024, a 30-second spot cost roughly $7 million. Google often goes for the full 60 seconds. When you factor in the production costs—which, for a brand like Google, involve high-end post-production and licensing—you’re looking at a $15 million minute.
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Why do it? Because the Super Bowl is the last "monoculture" event left. In a world where we all live in our own TikTok algorithm bubbles, the Super Bowl is the only time everyone is looking at the same screen at the same time. For a company that survives on the "aggregate" of human behavior, being present at the biggest aggregate event on earth is a requirement, not a choice.
Comparing "Parisian Love" to Modern AI Ads
In 2010, Google aired "Parisian Love." It was their first Super Bowl ad. It was incredibly simple: a search bar, some typing sounds, and a story told through search queries.
- "Study abroad Paris"
- "Translate tu es très belle"
- "How to assemble a crib"
Simple. Elegant. Cheap to produce.
Compare that to the 2026 landscape of AI-driven marketing. Now, Google isn't just telling you they can find information. They are telling you they can anticipate your needs, reimagine your photos, and translate your world in real-time. The tone has shifted from "Look what we can find for you" to "Look what we can do with you."
What Most People Get Wrong About Google's Strategy
People think Google is trying to sell phones. They are, kinda. But that’s not the main goal of a Google commercial Super Bowl placement. If they just wanted to sell Pixels, they’d run a series of "feature-benefit" ads showing off the zoom lens.
The real goal is "ecosystem lock-in." They want you to feel that a life without Google is a life that is less organized, less remembered, and less connected. They are selling the "Google Life."
When you see an ad for the Pixel's "Magic Eraser," they aren't just showing off a cool photo tool. They are telling you that your memories can be perfect. They are selling the idea that technology can remove the distractions of life—the photobomber, the trash can in the background—leaving only the "truth" you want to keep. It’s a bit dystopian if you think about it too hard, but in a 60-second Super Bowl slot, it feels like magic.
The Backlash: "Dear Sydney"
Not every ad is a home run. In 2024, Google ran an ad called "Dear Sydney" about a young girl who wanted to write a letter to her idol, track star Sydney McLaughlin-Levrone. The twist? Her dad used Google's AI (Gemini) to write the letter for her.
The internet hated it.
The criticism was sharp and immediate. People felt it was "soul-crushing" to suggest that a child should use AI to express their feelings to a hero. It felt lazy. It felt like the opposite of "Loretta." Instead of using technology to enhance a human connection, it felt like the technology was replacing the human effort.
Google eventually pulled the ad from its "air rotation" after the backlash. This is a huge lesson for any tech brand: there is a very fine line between "helpful AI" and "AI that takes away our humanity."
How Google Dominates the "Second Screen"
While the ad is playing on your TV, Google is winning on your phone. They know that during the Super Bowl, search volume spikes for everything from "Who is the guy in the pink suit?" to "How many wings are eaten on Super Bowl Sunday?"
They don't just buy an ad; they own the search results for the entire event.
- They update their Knowledge Panels in real-time.
- They use "Google Trends" to feed data to broadcasters.
- They ensure that if you search for a competitor's ad, a Google-owned YouTube link is likely the first thing you see.
It’s a pincer movement. They hit you with the emotional 60-second film on the big screen, then they capture your curiosity on the small screen in your hand.
The Evolution of the "Search" Narrative
The way Google presents "Search" has changed. Early ads focused on the "how." How do I find this? How do I go there?
Now, the focus is on the "why."
Why does this matter?
Why should I care?
The 2023 "Fixed on Pixel" ad featured Amy Schumer, Giannis Antetokounmpo, and Doja Cat. It was funny. It was fast-paced. It showed people "fixing" their old photos. It moved away from the tear-jerker vibe of "Loretta" and into the "lifestyle" vibe. This tells us that Google feels confident enough in their brand that they don't always have to make us cry; sometimes, they just want to show us they’re the coolest tool in our pocket.
Actionable Insights for Your Own Brand
You don't have $15 million. I don't have $15 million. But the lessons from Google’s Super Bowl history are applicable to anyone trying to get noticed.
1. Lean into the "Single Thread"
Google’s best ads don't try to show ten features. They show one. "Loretta" was about memory. "Javier in Frame" was about the camera for everyone. Don’t clutter your message. Pick the one thing that actually changes someone’s life and stay there.
2. Sound Matters More Than You Think
If you watch "Parisian Love" with your eyes closed, you can still follow the story. The clicks, the typing, the music—it tells the story. Most people are half-watching their screens. If your audio doesn't tell the story, you've lost half your audience.
3. Authenticity Isn't a Buzzword, It's a Requirement
The moment Google tried to "fake" a child's creativity with "Dear Sydney," the audience turned. People can smell "manufactured" sentiment a mile away. Use real stories. Use real voices. If you're using AI, show it as a tool for the human, not a replacement for the heart.
4. Data is the "What," but Story is the "So What"
Google has more data than any company in history. But they don't show spreadsheets in their ads. They show what that data enables. Don't tell people you have "high-speed processing." Tell them they can get home to their kids ten minutes faster.
The Google commercial Super Bowl legacy isn't really about the ads themselves. It’s a timeline of our relationship with the internet. We went from being curious (Parisian Love) to being sentimental (Loretta) to being inclusive (Javier) to being slightly overwhelmed by AI (Dear Sydney).
As we look toward the next decade of "Big Game" ads, expect Google to try and bridge that gap again. They need to prove that in a world of generative noise, they are still the ones holding the flashlight, helping us find what actually matters.
Keep an eye on their next move. Usually, Google doesn't just follow the trend; they use the Super Bowl to tell us what the next five years of our lives are going to look like. Whether that’s scary or exciting depends entirely on how they frame the shot.
Next Steps for Implementation:
- Review your current marketing assets to see if you are leading with "features" or "feelings."
- If you are using AI in your workflow, ensure your customer-facing output still retains a human "vocal signature."
- Audit your brand’s "sound." If someone heard your content without seeing it, would they recognize your brand’s tone?
- Identify one "human truth" about your product that has nothing to do with the price or the specs. Focus your next campaign entirely on that truth.