22
Apr
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A lot of people are excited for Google Glass right now. The first Explorer units began rolling into the happy embrace of those selected for the exclusive pilot program just last week, and we've already seen a ton of feedback. Combined with decent pre-release coverage, it's clear that Glass has the potential to shake things up once more people have it in their hands. Of course press coverage and user excitement only form part of the story. Another critical piece is advertisement and marketing.

Public image and privacy concerns aside, Glass will need to win the hearts of consumers, in a way Google has striven in the past to capture hearts through advertisements for the Nexus family. (See: Nexus 7 – Curious and Nexus 10 – New Baby) It's obvious that video has proven an effective vehicle for Google's touchy-feely strategy even with Glass. But this weekend, a question hit me – how would Google handle print advertisement for one of the most interesting tech products expected to debut this year? It's challenging to tell a heartwarming story in one or two pages, but what print could do though, is succinctly emphasize what Glass does, and how it will enhance your day-to-day experiences.

As Glass-followers no doubt know, one of the wearable device's main draws is its almost paradoxical duality of presence and … un-presence. The device is there to give you important information, but it's not there when you don't want to look at it. There's no need to pull out a phone or tablet to check notifications or emails – they'll just come up when you're ready with little to no effort or distraction. Another draw is that Glass can capture photo and video from your perspective, without the need for phones, cameras, or (shudder) tablets to get a quick snapshot. When I started playing with concepts for Glass print ads, this is what I focused on. Capturing a scene through a lens or screen is – to me – less than ideal, when you want to enjoy the scene while also focusing on documenting it. With that in mind, I made a few mockups. The basic idea is the contrast between life and life through Glass. On one side, you're taking photos with various devices that disrupt your experience of the scene, while through Glass, you see the full picture.

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This is just one idea in an infinite pool of concepts Google could come up with to get its nascent moonshot into the minds of the public. Whatever Google's approach to Glass promotion, I'm excited to see it. How about you?

Liam Spradlin
Liam loves Android, design, user experience, and travel. He doesn't love ill-proportioned letter forms, advertisements made entirely of stock photography, and writing biographical snippets.

  • Tiffany Sears

    I really really like this as a campaign

  • Kokusho

    nice one, really.

  • Mehmet Fatih YILDIRIM

    Is there a way we will be able to experience glass without using it physically? I dont mean this google videos showing the glass experience by putting some glass interface on the top right screen by ANIMATIONS, I mean can someone with a glass take a picture of the interface as if we are wearing the glass? or is it like 3D Glasses , that you cant experience it with your computer screen? Since i am in a 3rd world country, chances are the glass wont be in my country at least 1-2 years. and I really want to experience it somehow.. any chance?

    • http://AndroidPolice.com/ Liam Spradlin

      one of the explorers, Dan McLaughlin, has said that if you hold your phone in your right hand fully extended, that's what Glass looks like. As for photographing the actual eyepiece, I'm not sure anyone's done that yet. Ron's going to get his Glass soon, maybe he will treat us to a photo of the eyepiece.

  • Elias

    "Hey Google, I know you read this blog, I've got some nice ideas, so hire me!'

    • Freak4Dell

      I tried way too hard to sing that to the tune of Call Me Maybe.

      • Atakan Onol

        Now that you said I went back and reread it that way

  • woj_tek

    good luck with this insect photo using glass... gosh...

    • http://AndroidPolice.com/ Liam Spradlin

      One just has to be sure to wear the clip-on safety glass accessory :P

  • White Pawn

    The way everyone seems to talk about Glass is more like what I expect it to be in its fifth or sixth generation. I do not expect the first generation to be so close to perfect imagination. Far from it.

  • infomanXP

    nice designs! here are some other ideas: http://glass-apps.org/google-glass-ads

    • http://AndroidPolice.com/ Liam Spradlin

      Thanks for the link!

    • http://www.facebook.com/people/Michael-Emaw-Kennedy/504157652 Michael Emaw Kennedy

      random flip phone guy in 2020

      • infomanXP

        a must have

      • Matthew Fry

        cause he's in the 2005 photo. They just photoshopped glasses on the one lady.

        • Guest

          :o

        • Hukka

          ha ha...only you got that...such brilliance...I am sure u've a surname of either Hawking or Holmes

          • Matthew Fry

            ಠ_ಠ

          • rheerani

            He actually has the surname Fry ;)

        • http://GPlus.to/Abhisshack Abhisshack D

          Thanks You Captain Obvious, here is the Cookie and 100,000 Internetz for for you;

      • jesuguru

        No no that's Google's Nexus RetroFlip - "What's Old is New Again!"

  • http://www.facebook.com/marcus.blough Marcus Blough

    Nicely done. Hope we don't lose you to marketing...

  • Łukasz Zając

    Awesome.

  • http://abhimanyughoshal.com/ Abhimanyu Ghoshal

    This concept takes on the premise that the difference in form factor is what consumers are excited about -- so what differentiates this from a campaign for a spy cam rebranded as a casual device, or a mini GoPro camera?

    Ideally, at this point (when the technology is still new and has novelty value) the campaign should give consumers an idea of what's possible with Google Glass that's not possible with anything else. It could later evolve into one that shows Glass fitting into users' futuristic lifestyles.

    Ad campaigns (good ones) are more than just Photoshop exercises with clever quips. It'll take more than this to convince folks to buy into something as novel as Glass.

    • http://AndroidPolice.com/ Liam Spradlin

      I took cue from the fact that some of the best demonstrations we've seen of glass have focused on its ability to capture photo and video (as I explained in the post). Google IS positing this as a unique factor for Glass vs anything else. Maybe not THE unique factor, but definitely one.
      I'd also argue that campaigns for new devices actually rarely focus on things that are TRULY only possible with the device, but instead what it does that's amazing to consumers. They "claim" the feature (see Moto's ads for Google Now).
      Finally, no Photoshop was used in the creation of these images.
      Thanks for the feedback!

      • http://abhimanyughoshal.com/ Abhimanyu Ghoshal

        Thanks for replying Liam :-) My bad for taking that tone with my comment, I apologise.

        The reason I'm not a fan of using this feature to advertise Glass is because scores of other devices can also capture photos and video, but there are things Glass can do that others can't, by virtue of it being an always-on HUD -- it could remind you to buy certain items when you enter a grocery store, let you know that it's about rain in a bit or give you news/sports updates as you walk.

        I think selling the future is a bigger idea than selling the fact that your experience will be hindered less by a physical device.

        This is definitely an interesting topic for debate.. will be interesting to see what the agency comes up with too!

        • http://AndroidPolice.com/ Liam Spradlin

          Oh I totally agree, taking photos and video is not the most exciting feature of Glass by a long shot, but it IS easily relatable to everyday people who probably don't know what a HUD is or why they want one yet. Of course ideally, advertising would show them why they want a HUD. But yes, I'm really interested to see how they end up promoting the device. If the Nexus videos are anything to go by, it will hit the right chords.

  • dhruva

    damn, this is good. i dont know how but this reminds of the mad men episode i saw yesterday..pass the heinz ad..

  • Linda Mitchell

    Great ad idea!

  • Comrade Commissar

    I am wondering how the Glass would affect Apple... Any thoughts...

    • LewisSD

      seriously??

    • TylerChappell

      It won't hurt them at all, but one year later, or even just 4 months later, they will come out with an identical product called "iSight" and then pretend they invented the entire concept of wearable computing/cameras/phones.

  • http://www.9kizi.com/ 9kizi

    good idea

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