Google Nexus 7 “Curious” from Obsidian on Vimeo.
The trend of selling consumers an experience, rather than the actual product alone is rising. Consumers are better informed these days, and seem to be increasingly aware of the numerous ads promoting the practices ridicule, intolerance and superiority against another brand. Despite prices and brands, consumers want a better experience and may be willing to try new products even though they already have their own preconceived notions. Google puts this bit of wisdom to use with its By ASUS. Click link to visit site in new window. Nexus7 commercial entitled ‘Curious’. The experience they are selling is of course happiness, but with a focus around a family home environment between a mother and her daughter. Though one cannot simply buy happiness, companies want consumers to add the companies’ products to their arsenal in your pursuit of it. Let’s take a deeper look at the conscious and subconscious messages behind, ‘Curious’.
iJerk™ Meter: LOW – Excellent use of Personae, experience driven.
Breakdown: Info Here
Message:
The obvious messages are available from the beginning. The mother is reading a Curious George book to her daughter, a child hood classic.
Frame 00:01 – Opening scene, mother reading a book to her daughter on a tablet.
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While reading the book, the viewer can see page turning transitions, and a brightly colored display.
Frame 00:02 – A shot of the tablet and the Curious George book.
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As far as uses other than reading a book, the mom also uses the Nexus 7 to use a recipes to prepare food.
Frame 00:009 – Mom cooks while viewing the recipe on the Nexus 7
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The child herself seems intellectually curious and even her Grandma calls her, “My little monkey”.
Frame 00:27 – Girl having a Tea Party with Grandma over video connection with Nexus 7.
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Frame 00:36 – Playing a space themed arcade game.
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The daughter uses it to ask scientific questions using the voice search command.
Frame 00:43 – “How far is Earth to the Moon?”
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Google wants the viewers to know about the new Nexus 7 tablet and how it can be a new ‘playground’.
Frame 00:52 – The girl opens the door and continues to proceeds to run outside into her back yard.
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Frame 00:55 – The young astronaut is ready for take off!
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Frame 00:57 – The Nexus 7 logo appears
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Subconsciously, this video hits home for a lot of people because of the music, story and the personae (see the following additional topics listed below). In general, a mother can not only teach her son/daughter in a more effective and entertaining way, she can be a better mom with the help of the device, thus making a happier home/life. Of course, the message is essentially, “Get our Nexus 7, and see how it can make life better for you and your child.” An idea that may be geared majorly to single mothers during the current economic times. Finding the right device for your needs and the right price are on price conscious consumer’s minds. (source) Also, it appears the girl wants to be an astronaut when she grows up, which is great and breaks the stereotype of girls playing with dolls in hopes of being a princess one day.
Effects:
Thankfully there were not any excessive Hollywood-like effects, any atmospheric anomalies, nor extra-terrestrial projections, or even mind-freaking scenes like the set of Willy Wonka. A pleasant monotonous tone seemed to be used over most of the video that created a calm and collected feel that went along with the mother reading to her child, and what parent does not desire peace when in their home?
Another effect is the thin white text onto a colorful background environment, see frame 00:57 in ‘Message:’.
Color:
There were many cooling shades of grey in the video, but just enough so that the colors on the bright screen and in the clothing were obvious enough for the viewer to focus on the personae and the device.
Frame 00:06 – While the girl blows bubbles, we can’t help but to notice her yellow shirt and green straw.
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When the distinction involving the two is extremely high, it becomes terribly obvious that the viewer is watching an ad about the uniqueness of the product and less about how the product can help the viewer. I noticed the colors yellow and black. In design, yellow generally conveys happiness, warmth, curiosity. While the color black, in this case, typically conveys power, boldness, simplicity and sophistication. This is necessary to think about when it comes to your audience because colors can mean different things to different people and in other countries, as well. For example the color yellow can also mean caution and cowardice. The color black is often unfairly seen as evil or menacing. (Color Psychology/Musedesign.ca)
Composition:
The ad’s camera angle appeared to be from the viewpoints of a personal observer. This technique would allow the potential for the viewer to see the ad as a story, rather than an attempt at a sale. At all times, the camera focused on the personae and the product in a subtle way to ensure that most of the viewers watching did not feel forced to accept the sales pitch of the ad.
Frame 00:12 – I guess, it is okay to play with your food. A tablet that is allowed at the lunch table.
Audio:
With such a soothing tune in the background along with the other elements list above, a calm and cooling sensation of peace in the household can be felt, and the Nexus 7 tablet, seemed to be the source?
Manipulation:
Some may call it ‘Persuasion’, and that is a polite word to use, but let’s not fail to realize that any company’s bottom line is generating revenue. It is clear that Google did their research into this ad in order to reach a market of consumers that their competitors may have yet to reach. Some of us are more susceptible to the well-crafted elements that make up the cues within the ads, and others are not. For myself, I was captivated by what I had experienced at first, but then realized that I can do that already with most tablets. For others, it may be the best alternative to what is already out on the market. I always say to ‘get the best tool for you’, everyone has their own needs, wants and should not feel the need to conform to getting the same thing; even though we often do.
Persona:
The emotive scenes of the mother and daughter when they are together and independently using the device.
Frame 00:01 – Opening scene, mother reading a book to her daughter on a tablet.
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Frame 00:22 – Playing in her fort, about to have a Tea Party with her Grandma over video chat.
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Frame 00:31 – on an exploration with her tablet around the house.
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Frame 00:41 – Asking Google a scientific question.
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And the loveable personality of the little girl’s intellectual curiosity while remaining likable and believable character.
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Frame 00:03 – Smiling while resting on her mother’s shoulder, while reading Curious George on Nexus 7.
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Frame 00:20 – Jumping on her parent’s bed, imagining the Moon’s gravitational force.
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Frame 00:49 – Getting ready to take off to outer space.
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For those who have a daughter, niece or would want one someday, or are someone’s daughter; this Persona really connects with that specific subset of consumers more than the rest. Other consumers may like other cute things such as Babies, Kitties, Puppies, other animals; always tugs at the hear strings; mainly for the family oriented.
Take Away:
Consumers today expect to get the best user experience possible, especially when they have to spend more money for it. Adding lovable Personae using the product or service can help the viewer see themselves using it or purchasing it for someone else. This commercial implies that happiness and intelligent can be achieved with the product, but also, the girl is intelligent on her own without the product as well. Though that remains to be seen, this commercial, though slightly misleading; is a great example of selling an experience, not just a product. Over time ads like these could create a more positive perception of a company and how they view their consumers.
