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Search is the New Art of Storytelling

 

Posted on February 9, 2010
Angela Natividad

 

Super Bowl Sunday’s come and gone, but we’re still reeling over the sublime TV debut of Google’s "Search Stories" campaign. "Parisian Love," which aired in the third quarter of the game, relates a classic story — an American finding love in Paris — in a fresh new way: the language of search.

The effort’s interesting for a few reasons. To start with, Google went against common wisdom that if you’re gonna blow cash on a Super Bowl spot, it better be on something incendiary and new. "Parisian Love" has been circulating the ’net for the last three months, and the positive responses it received drove Google to submit the piece at the last minute.

"Parisian Love" also serves as a reminder that search is now the world’s true "official language." It’s a skill that must be taught if you want to develop a mastery, and the ad shows clearly how the simple act of running searches can "teach" you maximize the likelihood you’ll find what you’re looking for — even if the goal is unforeseen and intangible, like love or meaningful long-term relationships.

More importantly, it positions Google as the "owner" of this language. Search isn’t really about newer, faster technology. It’s about connecting people — we, the creators and curators and consumers of data — in useful, intuitive and occasionally compelling ways.

Of course, a meme ain’t a meme until it’s been parodied. This one, which takes the Paris/romance stereotype and flips it, is our favourite:

If so inclined, read more about telling stories with interfaces, a piece by digital storyteller Robin Sloan, whose muses now include "Parisian Love."


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- VOTW



 

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