Google goes indie for Chrome campaign

 

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By Stuart Turton

Posted on 1 May 2009 at 09:48

Google has released 11 short films eulogising the benefits of its Chrome browser, as its offbeat marketing campaign continues.

Each of the videos is intended to explain a different aspect of the browser, but unlike the high profile marketing campaigns espoused by Microsoft and Apple, Google has entrusted its campaign to a range of indie film makers.

This has led to a series of radically different videos, each of which tackles its subject matter in a fairly obscure way.

The Defender in Tights video, for example, is intended to demonstrate how secure Chrome is. To do this, it shows men in colourful Lycra suits building a wall, painting a picture of the Chrome browser on the surface, and then running at it and bouncing off.

The Features List video, meanwhile, demonstrates Chrome's Incognito mode by showing an empty chair. One for the solipsists to ponder.

The videos are in keeping with Google's unique marketing approach to Chrome, which was announced to the world in comic-book form. Indeed, the video's approach is best explained by illustrator Christoph Niemann who created the You and Your Browser video.

"Instead of thinking of what I wanted to show, I tried to think about what I did not want to show," says Niemann on the Google blog. "I realised that when I use a computer or browse the web these days, the one thing I do not think about is... a computer."