How Google Won the 2020 Super Bowl with its Loretta Ad

All the way back in February 2020, just one month before the country was turned upside down, 99.9 million viewers tuned their TVs in to watch the Super Bowl – that’s 69% of homes in America. The game was won by Patrick Mahomes and the Kansas City Chiefs, but the real winner of the game is Google’s Loretta Ad. 

In the full 1:30-second spot, an elderly man remembers his wife, Loretta, who has passed. He uses Google to help with these memories, as he tells Google’s Assistant to show him photos, play the couple’s favorite movie, and to remember that Loretta’s favorite flowers were tulips, that she would hum show tunes, and that she had beautiful handwriting.

The tear-jerking spot was a way for Google to tell the massive Super Bowl audience that its products help people with their daily lives, even with the little things – such as remembering small details about a loved one. 

The ad worked. On YouTube, the video racked up 10.4 million views by the end of the evening. As of September 2020, views are up to 62 million. On top of that, 49% of Super Bowl viewers had an emotional response to the ad and came away with a favorable view of the brand. Loretta has also been dubbed “The Most Effective Ad of Super Bowl LIV.”

“When the story engages the human mind, the emotional part of our brain releases chemicals that cause us to become less critical, more positive, and compelled to act,” says Monica Longoria, Senior Consumer Insights Strategist at TEGNA.

“Google’s Loretta ad is effective because it uses a relatable story to create an emotional connection between the viewer and the product. When viewers can relate to the narrative, they can imagine themselves using the product and gaining its benefits,” she adds. 

What does this mean for your brand?  

A lot has changed since February of 2020. Most Americans are spending more time at home than ever before, and audiences are craving sports content. In a time of a global pandemic and widespread civil unrest, audiences need unity, triumph, and inspiration now more than ever. 

Longoria states, “Brands need to consider storytelling as a part of their marketing arsenal if they want to establish themselves as must-haves in the consumer’s mind.” With sports returning, brand advertisers now have an opportunity to create emotional and inspirational messaging that can reach a massive audience. TEGNA can help your brand achieve these goals. Our NBC stations are honored to be the home to three of the most iconic sporting events in 2021 and 2022. It’s three world stages, three amazing showcases of unity, triumph, and victory. Contact us today to learn more and be part of this inspiring journey.