You might have seen the National’s Google Ad, “Out of Office,” which tells a “Search Story” of some guy heading from Washington State to Los Angeles to watch the band while listening obsessively to “Apartment Story.” The idea here is that every Google search is a story (some best kept private). Basically, it’s an ad for the National, unless you didn’t know how to use Google previously. With that in mind we were curious about how the spot — one of the best licensing deals you can score — came about. We dropped Matt Berninger a line.

I don’t remember the specific connection but somebody high up there is a fan. I think Sergey Brin. They showed us a rough idea a few months ago. It was as much a commercial for us as for Goggle so we were happy to help. Originally the ad ended with a Youtube clip of me climbing into the seats screaming in people’s faces, but Google got cold feet about encouraging illegal filming of concerts. I think they are web only but I’m not sure. I wonder If we’re censored in China?

If you haven’t seen it, here’s the spot:

No offense to the guy at the end, but they probably would’ve been better going with the original idea. In other Google news, Dan Deacon’s into Chrome:

Comments (15)
  1. Lillywhite  |   Posted on Dec 14th, 2009 0

    The Cat Stevens ad is better….

  2. the red feather  |   Posted on Dec 14th, 2009 +1

    I like that they even blew out the audio, like all DIY youtube concert vids

  3. iman  |   Posted on Dec 14th, 2009 0

    haha, goggle.

  4. boxer  |   Posted on Dec 14th, 2009 0

    Maybe you could drop Matt another line and find out the release date for the new record? I need my fix!

  5. I’m not sure, but I think that fratty douchebag singing off-key at the end is quite possibly the most soul-shattering moment I’ve ever experienced with an online video.

    This is my favorite track off one of my favorite records of the last 10 years. It’s so mind-blowing to me that all it took to (basically) ruin it (I think) was a split-second of some douche singing off-key to it in a Google commercial. A song that I hold (held) deep my heart as a soundtrack to a key point in my life in 2007.

    Man, I’m 25. I gotta stop taking all this shit so personally.

  6. I like this ad, hopefully it will propel the National into more peoples hearts

  7. Paris wins, it’s a real tear-jerker.

  8. g-wog  |   Posted on Dec 14th, 2009 0

    Inaccurate. No one would ever click the “sponsored ad” link.

    • my thoughts exactly! try as you might google, you can’t trick us into clicking those.

      also, i’m happy to learn what those lyrics actually are. somehow i never remembered to look them up.

      cute commercial, makes me want to see them live again.

  9. adam  |   Posted on Dec 14th, 2009 0

    I think that National commercial is great. Simple idea, but absolutely gets the point across. And endorses a great band, thumbs up.

  10. Wait, so I’m not the only person who googles bands/songs as I’m listening to them? There goes my faded sense of individuality :(

Leave a Reply

You must be logged in to post, reply to, or rate a comment.

%s1 / %s2