Did you know when you search for something using Google, you may not be getting the most trustworthy results?
That’s the point of “Scroogled,” a new holiday ad campaign by Bing. Here’s the script:
HER: Jeff, what are you making?
HIM: My famous chicken cacciatore. You are in for a treat. I just got a new pan for it. Great price online. A top pick on Google Shopping.
HER: How do you know you didn’t get scroogled?
HER: Google sells it’s shopping results. And while they look like honest search results, they’re really paid ads.
HIM: So you might not get the best price?
HER: You don’t even know which stores they’ve left out.
HIM: Man, I just got…
HER: SCROOGLED! Next time, use a search engine that won’t burn you.
ANNCR: Don’t get scroogled. Try Bing.
I think the strategy is brilliant. I think the creative execution is clunky.
I think Bing should buy a bunch of TV time in 2013 and continue educating the public. (And I think Bing should hire a small creative boutique to do new ads.)
Is this an “inbound” ad (educational and helpful)?
Or “outbound” ad (whiny and selfish)?