Google is ubiquitous with making it easier and more intuitive to find the things we need. Yet, the way most people shop for daily necessities still takes a lot of work – need stuff, make a list, drive to multiple stores. (Approximately 93% of all American retail sales still occur in-store.) Google Express is a tool that brings together the nation’s biggest retailers within one platform. Our challenge was to introduce Google Express to a nation of IRL shoppers and break their current shopping habits.
We started with the one question we all have in common. “Need anything from the store?” bridges generations, lifestyles, and geographies. We tapped into relatable human truths around this invitation to convey Google Express is designed for everyone, not just technophiles.
Even the casting process was designed for everyone. We found real families, firefighters, roommates, and couples and filmed scenes that were authentic to their everyday lives.