AS FAST AS YOU THINK ANTHEM by BBH New York, Google Creative Lab for Google

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AS FAST AS YOU THINK ANTHEM

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Industry Software & Multimedia Productions, SaaS
Media Film
Market United States
Agency BBH New York
Director Jessica Brillhart
Executive Creative Director Pelle Sjoenell, Calle Sjoenell, Robert Wong Of Google Creative Lab
Art Director Hal Kirkland, Masa Kawamura
Copywriter Jessica Berta
Producer Melissa Bemis, Lisa Setten
Editor David Otte
Agency Google Creative Lab
Released December 2010

Credits & Description

Category: Internet Film
Advertiser: GOOGLE
Product/Service: CHROME BROWSER
Agency: BBH
Agency: GOOGLE CREATIVE LAB
Date of First Appearance: Dec 14 2010
Executive Creative Director: Pelle Sjoenell/Calle Sjoenell/Robert Wong Of Google Creative Lab
Copywriter: Hal Kirkland/Jessica Berta/Masa Kawamura
Art Director: Hal Kirkland/Masa Kawamura
Agency Producer: Melissa Bemis
Producer: Lisa Setten/Melissa Bemis
Director: David Otte/Jessica Brillhart
Editor: David Otte
Account Manager: Dane Larsen/Leticia Freytes/Rossa Hsieh
Editing Company: Red Dot

English Description

The ‘Browse as fast as you think’ campaign makes the technological speed of Chrome easy to understand. It’s a speed test, but not in the physical world, more so in minds of the audience. After all, what could be faster than the speed of thought?

The TVCs display a series of unfinished words or phrases. Words the audience can’t help but finish, as though driven by some knee-jerk or reptilian brain response. As the speed and frequency of the phrases increase to an almost impossible pace, the audience discovers that their brain is keeping up. This gratifying realization is followed by an introduction to Chrome, a browser that is, quite literally, as fast as you think.

Perhaps the strongest aspect of this TVC is the fact that it takes the audience on an unexpected interactive experience in a media that is usually only passively consumed.