Airing during the Grammy’s this recently released ad from Google tells the story of lost memories. Like most great stories, the script behind this ad was conceived from real life, actually from one of the team members on the Google+ team. All of us can relate to a similar event somewhere in our lives where such data loss has affected us emotionally .
Although its a brilliant advertisement in its own right – instant upload in my opinion is equally as brilliant, both in terms of execution, and its bravery.
If we take a step back, and look at the wider picture bringing such a feature to the world can’t have been an easy decision to make, but its the sort of feature every company should be striving to release. Its new and bold, and innovative.
This isn’t a copycat me too initiative.
When it comes to social networking and indeed the web itself, there have been countless privacy war cry’s circling above Facebook and Google’s heads in recent years – and for good reason. They control so much of personal data that it would be nothing short of careless to ignore the issue. When instant upload was announced as a feature, Google must have been only too aware that the knives would be out. (and they were).
But they did it anyway.
When you take a look at this advert, and realise the real impact that such a feature has on the everyday person on the receiving end of phone theft and loss..suddenly, you get it, and respect that someone has had to be brave to bring that functionality to market.
This isn’t a well trodden path. Right now we are relying on innovative companies such as Apple, Google and Facebook to forge those paths for us, break through a few boundaries – and find the sweet spot in new areas of privacy, technology and social platforms. Every now and then we should examine just how brave we are being with the software functionality we release, or whether its just following someone else’s risk free path. I’ll leave you with a closing thought from philosopher Arthur Schopenhauer.
‘Talent hits a target no-one else can hit. Genius hits a target no-one else can see.”