Google takes to TV to burnish Chrome

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Google has made its first foray into that most traditional of media, television, by airing a 30-second spot to promote its Internet browser, Chrome.

The commercial shows a toy version of the Google Chrome logo bouncing around a box of wood blocks of various shapes and sizes, knocking them out until the box and its contents form a toy Chrome browser. The spot closes with the call to action, "Install Google Chrome."

The spot, created in-house by Google in Japan, was chosen from a series of Chrome promotional videos Google posted on YouTube. Since it was uploaded in late January, the Google Japan-created video has been viewed 2 million times.

Google chose to air the spot after seeing its popularity on YouTube, Google communications director Ellen West said.

"We were looking for ways to increase awareness about browsers and Chrome," she said.

Google is using its TV ad platform to run the spots, which began appearing during the weekend. It will assess response to the ads — Google TV tracks when users click away from commercials — and decide about running further flights, West said. She would not specify what programming Google is targeting. The commercial will run in the U.S. only and not on networks unaffiliated with Google TV.

Brian Morrissey is digital editor at Brandweek.
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