Google has some very helpful tools for small businesses and local haunts to take advantage of when they want to be seen in their community. In showing how this works in practice, Google tells the story of a young man - a young trans man - and the local gym where people can be themselves. Just in time for pride month. (Everyone gets a month in America except mom & dad they just get a day each - hehe )

Now, you can hardly escape the transgender topic in news & popular culture these days, it's not 2008 anymore, clearly. So it's really no surprise that Google chose to open the story here with clips from Jacob's transition. For 1 minute and 22 seconds, you might even think this is an ad about gender transitioning. Then we switch over to Hailee Bland Walsh who owns the City Gym, and she talks about her business;

"City Gym was born of the belief that a gym should be more than place to workout, it should be a place to belong. It was never an intention to create a space specifically for any group, but what a testament it is to create a space where any group feels comfortable."

Now, with a topic so currently hot, emotional and often controversial, the real shocker here is that they managed to create a commercial so pedestrian. It's as bland as the Scottish village of Dull is quaint. It's boring. And despite all the google products features flashing by, all familiar for any of us who use our smart phones, it doesn't really do all that much for Google - but collect high-fives & goodwill for being allies, I suppose.

Client: Google Brand: My Business Spot: "City Gym" Agency: Venables Bell & Partners Chairman: Paul Venables Executive Creative Director: Will McGinness Creative Director: Lee Einhorn Art Director: Avery Oldfield Copywriter: Adam Wolinsky Director Of Integrated Production: Craig Allen Agency Producer: Amy Gatzert Production Company: Uber Content Director: Eliot Rausch Director of Photography: Chayse Irvin Executive Producer: Preston Lee Producer: Micki Poklar Editing Company: Lumberyard Editor: Kevin Bagley Sound Design: 740 Sound Sound Designers: Rommel Molina Music: Songs for Film and TV Mix: Lime V/FX: Lumberyard V/FX Producer: Zoe Zaitzeff Business Lead: Colleen McGee Account Director: Robert Woods Account Supervisor: Brenda Pyles Account Manager: Ariel Rosen Senior Project Manager: Shannon Duncan
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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