Friends forever were released in February 2015, and it was shared 5.6 million times, making it most shared ad ever (Chokkattu, 2015). This video essentially showed the friendship between cute animals, who are different in shape, size, and color. Yet they seem to enjoy themselves. We will try to understand if this ad is emotional or rational, we will try to find out the target audience for this ad and the reason behind this video going viral.
Keywords: android ad
The video can be watched at https://www.youtube.com/watch?time_continue=9&v=q-NKpDTwMms . This video shows the pair of different animals playing around, happy, enjoying themselves out in nature. The ad ends with “be together. Not the same” message.
Would you consider this to be an emotional or rational ad? Why?
Let us consider this ad to be rational for a moment. We can explain why Animals are happy, they are free, out in nature, playing around, as nature intended them to be. The message “be together. Not the same” makes sense when we consider the fact none of the animal pairs were same animals, so they were together but they were not same, but still, they were having fun with each other. But the question is why would Google use animals to advertise a mobile operating system that runs 1.5 billion devices that point in time.
Now let us see if we can explain the ad any other way. The ad featured cute animals of all shape, size, color – they are out in nature, trying out new things and having fun. Google did not directly advertise their product here, they have shown the spirit, on one side there is apple, all the devices are very homogeneous, and they run in one ecosystem, not open. But on the other hand android runs 1.5 billion devices, big and small, different brands use android os, developers can make their own app and run on their device, it is an open source operating system. Human has this need of standing out, doing something that is never done before, getting to know someone he does not know. In this ad, Google has captured all these spirits. This ad is definitely an emotional one, capturing human emotions, although cute animals are hard to resist in this case spirit of these animals represent the spirit of human nature that resonates with Androids nature.
Who do you think is the target audience for the ad?
This ad was posted as a video, so you have to have an internet connection and you need to be on YouTube to watch the ad. Saying that everyone likes cute animals, even if someone is allergic to animals, but they will definitely like watching their videos. The spirit of happiness, nature and the fun it will appeal everyone. The targeted age group range should be wide too. Young people enjoy outdoors, older people enjoy outdoors too if they do not, I am sure they like having pets around. So my opinion is it was targeted to anyone who has access to social media. But this ad will have some extra appeal to those who enjoy the diversity, open source OS brings to the table.
Why do you think it has gone “viral,” i.e., so many people have wanted to share it?
According to Oliver Smith advertisers focused on friendship, shared experience using furry friends and that provoked strong feelings of warmth and wellbeing. And obviously, people wanted to share that feeling with others. As we can see people shared this video on social media for others to watch it. And in social media, we have our friends and family, so it is very understandable why people would want to share the warmth and happiness with a closed one. There is another secret, Google does not push its own brand too much in the ad, so even if someone watches and shares it later, in their mind they would not share an Android ad but they would share the lovely playful animals, the feeling he or she got while watching it. So I think the advertisement of Android being subtle here was equally important.
Chokkattu,J. (November, 2015). Google’s ‘Friends Furever’ ad just became the most shared ad of all time. Retrieved from https://www.digitaltrends.com/social-media/google-friends-furever/
Retrieved on 3/12/2018. Retrieved from https://www.youtube.com/watch?time_continue=9&v=q-NKpDTwMms
Winer, R., & Dhar, R.(2011). Marketing management (4th ed.). Boston; Prentice Hall.