Google Run (2nd?) TV Spot

So what do you make of it?

Google Chrome, Japan by Google on YouTube [via AdWeek].

Strikes me as pitching somewhere between the understatement of Common Craft (who have been commissioned by Google in the past) …

Twitter in Plain English by leelefever on Vimeo.

… and the advertising/ embellishment, for example, of 3’s Ridiculously Easy Email by glue London (you can read a discussion of this spot at ViralBlog):

3’s Ridiculously Easy Email by tookie084 on YouTube.

I met a London-based Creative Director not that long ago who said the ‘instructional video’ would replace ‘advertising’.

Now that seems like too narrow a view for me.

All the spots featured here are for tech clients, explaining either new technology or unfamiliar interface.

But beyond that, there’s clearly an ‘advertising’ way to do the instructional.

And further beyond – there’s a question:

How many websites, browsers or mobile phones needed this kind of instructional video 3 years ago? 5 years ago?

What’s changed?

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