Google's ad during the Superbowl was the first major ad they've ever run (one exception was during the launch of their Chrome browser).
(Google Ad here: http://www.youtube.com/watch?v=nnsSUqgkDwU)
This could be a departure from their previous marketing strategy. Previously they spent no money advertising their engine because it was so ubiquitous with search. A market share of 70% is hard to improve upon even when spending many millions of dollars.
At first, this advertisement seems to be marketing their search service. What I think the true goal of this commercial is to begin linking the Google brand with the amazing search experience everyone loves. What I mean is, Google has recently been making a push towards selling products and services which (seemingly) have nothing to do with search. Rather than attempting to market each individual service, I feel that they are improving the Google brand. Search provides the best experience for the user and therefore has the best chance of linking good with Google.
They will use this brand power to sell us cell phones (Nexus One), new web applications (Wave, Buzz), operating systems (Chrome, Chrome OS), etc. and subsequently increase traffic to their big money maker, search.
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