3rd Quarter Joy

The most sublime moment of the Super Bowl telecast was not the successful outcome of Sean Payton's kamikaze onside kick call; it was not the sight of Drew Brees holding his bewildered, oddly named son, Baylen, aloft at the game's conclusion; it was not The Who's mix-master performance of "Pinball Baba O' Blue Eyes Fooled Again."

It was a commercial. From Google. And it is the best, most perfectly realized piece of television advertising in over a decade.

Consider the run of juvenile spots that surrounded Google's 3rd quarter oasis: castrated men, pantsless office workers, stunted beer drinkers, whorish women (thanks, GoDaddy.com) and, of course, tired anthropomorphism (fiddling beavers, vengeful dogs, talking flowers, screaming chickens). These derivative, desperate attempts at "entertainment" have only a passing connection to the products they represent, and, worse, wouldn't stand out on an average WB sitcom.

Now take a close look at Parisian Love, Google's brilliantly simple 60-second story. Yes, I said story. Because what Google does that's so revolutionary by today's bombastic, set-up/punchline standards is to convey a full narrative arc -- nothing less than the romantic life of a young, then not so young, man -- entirely through the use of its own search engine. And because there are no actors nor settings, we are drawn in even further to flesh out the story ourselves. That is advertising at its most elemental and beautiful.