Google unveiled a poignant and targeted Super Bowl LIII commercial, designed specifically for a unique audience—veterans of the U.S. armed forces. The 60-second spot, which aired during the third quarter of the game, highlighted Google’s commitment to aiding veterans in their transition to civilian life through a new job search feature that integrates Military Occupational Specialty (MOS) codes.
The ad, narrated by actor John Krasinski, was a stirring homage to the roughly 7 percent of the American public who have served in the military. It began with a solemn acknowledgment of the sacrifices made by veterans, who “sleep in the cold, sleep in the rain, and sometimes don’t sleep at all.” This message immediately set a tone of respect and gratitude, resonating deeply with veterans and their families.
Throughout the commercial, dozens of MOS codes flashed on the screen, ranging from 11B (infantryman) to 21E (heavy construction equipment operator). These codes, which veterans would instantly recognize, were a nod to the diverse and specialized roles within the military. However, the ad intentionally left these designations unexplained, creating a sense of inclusivity and recognition among veterans who understand the significance of these codes from their own service records.
The “Job Search for Veterans” feature showcased in the ad is a testament to Google’s innovative approach to leveraging technology for social good. By allowing veterans to enter their MOS codes into Google’s job search engine, the feature translates military skills and experience into civilian job opportunities. This functionality bridges the gap between military and civilian employment, providing veterans with a valuable tool to find careers that align with their expertise.
The creative effort behind this ad was led by Google Creative Labs, with media management by Essence and PHD. The spot’s estimated airing cost exceeded $10 million—a significant investment for a message aimed at a relatively small segment of Super Bowl viewers. Nevertheless, the gamble paid off, as the ad earned a place in the top 10 of USA Today’s Ad Meter rankings, reflecting its broad impact and effectiveness.
In contrast to the “Job Search for Veterans” ad, Google’s other Super Bowl LIII commercial promoted Google Translate, catering to a more general audience with its focus on universal communication. Together, these ads underscored Google’s diverse range of services and its ability to connect with both niche and widespread audiences.
Google’s “Job Search for Veterans” commercial stands out as a moving tribute to veterans and a practical demonstration of how technology can support their reintegration into civilian life. By shining a spotlight on the unique challenges faced by those who have served, Google not only honored their contributions but also offered tangible assistance in their pursuit of new career opportunities.
