Corporate Eye

Google Chrome Ads Position the Brand as Less Tech, More Groovy

When Google Chrome launched, the world took notice as the world does with just about everything Google does.  However, one of the things that got people talking was the series of ads created by BBH London that launched in 2009 positioning the brand as less tech and more interesting.  Let’s face it — that’s probably always a good way for a brand to position itself against Microsoft.

Check out some of those ads compiled together into the Chrome Features ads in the video below.  They’re clever, entertaining, and effective.  “Yes, I do want a browser that doesn’t crash just because one open tab crashes.  Thank you, Google Chrome.”

This month, a new video short debuted that continues in the same irreverent tone that the 2009 ad series used.  This short (shown in the video below) hypes the many kinds of extensions users can add to enhance Google Chrome.  It’s interesting, and I have to admit, I like the sound of a few of those extensions (the Twitter integration sounds particularly handy).

Over the past year, both Google Chrome and Microsoft Bing have introduced excellent television ads that effectively position both products as the better choice than the market leader.  Ironically, Google Chrome subtly attacks Microsoft Internet Explorer (and Firefox to a lesser extent) while Microsoft Bing subtly attacks Google.  Both are stealing some market share, so the strategies seem to be working.  It’s actually an interesting competition to watch.  Will the heavyweights stay on top or will a lesser-known brand jump into the ring and steal the championship?

What do you think?  Do you like the Google Chrome ads and videos?  Have you switched to Chrome?  I have to admit that I still use Firefox.  Although, I might need to give Chrome another chance.  How about you?

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.