Slam Dunk. - Commercial Critique #4

Google's Internet film "Demo Slam: Extra Spicy" is hilarious and shows great use of the product. It shows two young girls ordering Indian food in Hindi using Google's translator. The explanation on the Cannes website states that most people only think of Google as a search engine, when it really offers a number of free tools. This film certainly shows this. I love how real the filming is. It could be filmed by the girls' third friend and there is clearly no hair or make-up crew. While the cinematography was not up to par of the other commercial, this type of necessary for the real feeling to ring true. I do not think the film would have been as a effective or won a Gold Lion Film award if it had been staged. But this type of advertising can be tricky. Not all products can have filming like this one. It is necessary to identify the audience and goal before choosing this "lax" filming. But Google nailed it. Slam dunk.