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How to Play a Supporting Role in a Super Bowl Commercial
On Sunday, the 106 million viewers who tuned in to Super Bowl XLIV were treated to two touching storylines: the city of New Orleans winning its first NFL title, and a charming Google commercial about cross-cultural courtship.
Entitled “Parisian Love,” the Google spot tells an intercontinental love story through a series of search queries, starting with “study abroad paris france” and building to the tender finale “how to assemble a crib.” Search is a terrific narrative device for a tale like this, but we couldn’t help but wonder about the rest of the story. What happens when the unseen user clicks on his search results? What about all the great online content that helped bring the two lovers together?  If Google Search is designed to organize the world’s information, our web sites are dedicated to providing it. Users who search Google for “impress a French girl” will find an eHow article (“How to Date French Girls”) with great advice on language barriers, culture and chivalry. And users searching for “how to assemble a crib,” like the protagonist in the commercial, will discover not only a series of eHow articles dedicated to assembling various styles of crib, but an entire Baby Cribs topic page – complete with articles, videos, quick guides, and an array of community tools to provide help along the way. Search is just one of the many ways that consumers find our content, and we think “Parisian Love” gave the world one wonderful example of how search tools like Google can change people’s lives. Here at Demand Media, we believe great content makes search engines even more valuable, by providing users with experiences that enhance and enrich their everyday lives. Or in other words, by setting the scene for millions of little love stories. Larry Fitzgibbon is Demand Media's EVP of Media, the company's rapidly growing network of consumer properties.
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