Smaaz’s Blog

Ask.Com Debuts “The Algorithm” Brand Advertising Campaign

May 3rd, 2007

Ask.com today unveiled a comprehensive new creative campaign featuring a series of television, outdoor, online and print advertisements centered around the “The Algorithm.” Created by award-winning advertising agency Crispin, Porter + Bogusky, “The Algorithm” represents the initial phase of a year-long campaign that promotes “The Algorithm” as the secret ingredient that powers Ask.com and binds the search engine’s innovative products together.

“The algorithm is the core component of a search engine that, combined with features and tools, determines the results searchers get. However, a little like the engine in your car, most people don’t give it much thought,” said Greg Ott, Ask.com’s vice president of marketing. “With this campaign, we want people to know that all search engines are not the same, and the algorithm they use is important.”

Beginning May 2nd, two television spots will run on major networks and cable during morning, prime time and late night programming. One spot, entitled “Daddy,” features a child telling his father that a classmate was teased at school because her parents use a “lame algorithm.” After being reassured by his father that “your mom and I get everything we want with the most powerful algorithm on earth,” the child whispers proudly to himself, “I knew it!” Another spot, entitled “BBQ,” features four friends standing around a barbecue grill. Three are telling stories about their experiences with the algorithm when the fourth friend, succumbing to peer pressure, jumps in with his own story but clearly has no clue what an algorithm is or does. The other three shame him into admitting his lie.

The outdoor campaign, which appeared unbranded during the month of April to build initial buzz and awareness, features thought-provoking lines like: “The Algorithm Killed Jeeves” and “The Algorithm Is From Jersey.” The out-of-home ads will appear on billboards, bus shelters and transit stations in New York, San Francisco and Los Angeles, and will be branded Ask.com during the course of this week. The online component of the campaign features creative similar to that of the out-of-home ads and will run on a wide variety of sites, including CNET, MySpace, NYTimes.com, Salon.com, Slate and YouTube.

“An algorithm is the central underpinning of a search engine, but it’s a funny word that most people do not hear everyday, if at all,” said Alex Bogusky, chief creative officer at Crispin, Porter + Bogusky. “The new creative is designed to introduce the concept of an algorithm at a high level and inject the word into the consumer arena. We want to get people talking about the algorithm, wondering what it is, while also sparking additional interest in Ask.com and the overall concept of search.”

Ask.com’s algorithm takes a differentiated approach to relevance ranking. Called ExpertRank, the algorithm provides a unique view of the Web for searchers, helping them find what they are looking for better, faster.

Entry Filed under: Ask.com