'Swim Dem Crew' used to demonstrate the new Google Family

Google are not wasting anytime in demonstrating their new "family identity". After debuting their new branding on Tuesday, the first ad to reflect this change was released over the weekend.

Seemingly,taking a some inspiration from the work that BBH did for Google Chrome in 2013 - when they positioned the browser as a tool to unlock human potential, expressed through the idea that "The web is what you make of it"- Adam&Eve's new ad portrays the Google app family as not only a natural, essential part of our lives, but also as a means to enrich them.

The ad tells the story of the founding member of the 'Swim Dem Crew', who after a knee injury took up swimming and created this open water swimming collective. The one minute spot features the seamless use of Google services, including; Search, YouTube, The mobile app, Google Now and Google photos (did I miss any?). Add this to the slick incorporation of social media and amateur footage, makes for one really encaptivating advert.

Social media and online movements or crazes, is something that advertising agencies are starting to use in their ads as a way to capture the attention of modern audiences. Nowadays, we are not convinced by the the usual "look how good our product is, buy it now" ads. We want an ad that is not only entertaining and imaginative, but one that is also relatable. By telling us a real-life story, using various video material, and adding in social media elements, this ad resonates with today's more sophisticated consumer. I mean, I can only speak for myself, but I am actually considering trying this open water swimming lark. Of course I think I'll wait until it gets a bit warmer!

Check out the video below and be inspired!