Ask.com has finally found an advertisement that works! Avoiding use of the word “Algorithm” altogether the “Instant Getification” spot clearly demonstrates many of the extra features returned in Ask search results.
Opening with the caption, “CAN YOUR SEARCH ENGINE DO THIS?”, the 30-second spot shows the text, image, video and audio results gleaned the search query “Eagles of Death Metal”. In the ad, a searcher’s cursor moves over the preview feature for several results and then moves to reveal images, encyclopedia and popular tracks (audio) results returned on the right hand side of the screen.
A click on an audio listing brings a grinding rock tune with the repeating chorus, “I want you so bad, I want you so good”. Another caption pops up asking, “OR DOES IT JUST DO THIS? ” as the screen switches to show what appears to be boring, text-based Google results.
It is high time Ask articulated its more extraordinary features. It really is an extraordinary search engine that produces very good result sets in multiple formats but since the retirement of mascot/butler Jeeves, it has not been able to capture the search market share it deserves.
This ad more clearly speaks to some (but not nearly all) of Ask’s enormous capabilities in as simple and straight-forward a manner thirty seconds allows. Historically, Ask has produced advertisements that can be charitably described as experimental art pieces. Take TV ads, “Algorithm“, “Chicks with Swords“, “Animals in Pants” and “Bar Stool Racing” as examples. Less charitable reviewers have placed these and other Ask.com ads somewhere far to the stupider side of weird.
Ask advertising has shows results in the UK however (where quirky ads are more appreciated than they are in North America). After a summer of running ads in the London market, Ask saw a sustained 1% rise in user numbers. Hopefully, a similar result will be seen on this side of the Atlantic as this new ad rolls its way into our livingrooms.
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