As recent backlash has shown, brands that use artificial intelligence in their advertising face a difficult road to consumers’ hearts.
But in Google Workspace’s first Super Bowl commercial, AI plays a supporting role to 50 small business owners, who take center stage in their own individual ads. That’s right—the search giant is buying 50 ads in Super Bowl 59.
The “50 States, 50 Stories” campaign promotes Google’s AI model Gemini, which as of last year is built into all Workspace apps such as Gmail, Docs, Meet, and Drive. The ads showcase how real small business owners across the country are using AI through Google Workspace to transform their ventures.
The campaign is unique among Super Bowl commercials, when many advertisers typically roll out one big ad during the national telecast. The 50 different ads will air in each of the 50 states during the Big Game on Feb. 9. Each local TV spot depicts a small business from its respective market, while a hero film running online compiles some of their stories.
They include a cattle ranch in Nebraska, a sign maker in Illinois, an architect in Massachusetts, a nuts and snacks retailer in New Jersey, a cheese shop in Wisconsin, a climbing gym in Utah. All of these businesses are “not just already using AI, but also customers who didn’t even know AI existed or what it could do for them,” said Harris Beber, global marketing lead for Google Workspace.
“If a boat builder who has handcrafted boats for 50 years can get value from AI, then any business can,” Beber told ADWEEK.
Telling human stories
Last year saw waves of backlash over AI-generated ads from brands like Coca-Cola, as well as frustration at companies such as Apple for overshadowing human efforts when promoting the technology. Google itself waded into hot water with its “Dear Sydney” ad released in July.
