Be careful what you wish for.
The annual brand mutual-appreciation fest that is South by Southwest officially kicks off tomorrow in Austin, Texas, but major tech companies have already put their mark on the town once predominantly known for music and Tex-Mex. And at least one screwed up.
That would be , which has taken a bold innovation-first stand by plastering the tagline for its latest Google Assistant ad campaign on the exterior of a house just southeast of downtown on E Cesar Chavez Street.
"Make Google do it," reads the giant sign on the front of the balloon-adorned building.
Google’s #SXSW2018 House has adorable piñatas. I don’t really vibe with the “Make Google do it” slogan and I’m also getting a lot of frat house vibes (flamingos in lawn) but ok pic.twitter.com/OmcOrN0hFG
— Kerry Flynn 🐶 (@kerrymflynn) March 8, 2018
While we appreciate that using a real-life house for a billboard limits your giant character count, we couldn't help but notice that the slogan was a bit ... incomplete. Namely, it missed some necessary context that the company should have provided.
But no worries! We're here to help.
For example, the following would have made much more sense than Google's truncated version: "Stop developing AI for the Department of Defense's drone program? Make Google do it."
Don't mind if I do, Google!
Or how about this one: "Quit enabling a culture of workplace harassment? Make Google do it."
Now, these are just two suggestions from a lowly tech reporter. We're sure the folks at the Google Creative Lab could do better! They, like everyone at the company, just need to try a little harder.
Maybe we should make Google do just that.