There are many things to learn from this year’s roster of Super Bowl ads (for example, never invite a bunch of former NFL players to a party), but perhaps the most important lesson is the continuing value of a useful message with a clear call to action.
Google earns my top award in this category for its minute-long spot aimed at assisting veterans match their military expertise to good-paying jobs back home.
This is not a new undertaking for Google. It has sought to help returning vets for years. The 2019 Super Bowl ad managed to sum up its commitment with a sequence of images showing codes. For most of us, the codes are meaningless. For veterans, the codes represent the skill and specialization they achieved while serving in the military, which can easily be overlooked or undervalued by employers.
The ad’s message is that Google has used its vast online resources to align those military codes with jobs and professions in the domestic economy. It’s like translating French text into English as you read.
Google has teamed with RecruitMilitary, which bills itself as the nation’s leading veteran hiring company and talent recruiter. “We provide the spark that ignites organizations to excel by helping them hire and retain America’s best talent – its veterans,” proclaims the company’s website.
Google’s role is a feature called Cloud Talent Solution that allows veterans to search for job opportunities using their military occupational specialty codes. “The new search function is key to those service members who are actively seeking new career opportunities but are unsure of where to begin. It also delivers a strong starting point for newly transitioning veterans as they begin their post-military career search.”
The Google Super Bowl ad wasn’t remotely glitzy and didn’t feature scads of celebrities. Instead, it relied on an intriguing message that resonated with transitioning military veterans – as well their families, employers and support communities. One of the greatest sources of untapped talent in the nation are military veterans who have skills. Those skills go for naught unless they have a job-matching map of where to look to apply them.
The ad served the purpose for Google of reminding viewers online searches combined with artificial intelligence algorithms can be a powerful tool that can reap very tangible benefits for individuals and businesses.
The simplicity and straightforwardness of the ad reflects a creative decision to let the message carry the day instead of relying on dazzling graphics or big stars. It reinforces the notion that a good message with a useful purpose is something people will want to hear.
The military recruitment project by Google is commendable in its own right. The Super Bowl ad elevates the priority of the program while underscoring the value of technology in a complicated modern world. Many of us worry about our privacy and the mis-use of our online data. Google provides us an example of how the internet and machines that learn can deliver a great value to men and women who have earned it.
Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at email@example.com and you can follow him on Twitter at @GaryConkling.