It’s been while since something has blown me away with its combined coolness and ‘how did they do that-ness’. But this did. The latest video for Arcade Fire – We Used To Wait. http://thewildernessdowntown.com/

You go to their site, click to watch the clip, and are then asked to type in the address of the house where you grew up. The video then plays. A guy runs through a street (which turns out to be the very one you grew up in) and all sorts of images (sky view, street view, satelite view) keep flashing alongside the guy as he runs. It’s really remarkable. And very, very clever.

I have to say that it feels more like  a branding opportunity for Google than a plug for Arcade Fire. I like the song, but Google and their frightening capabilities seem to come out King. It’s also interesting to see the ways in which Google is trying to stretch its brand – beyond the very functional world of search and into more creative pursuits.  When they started about ten years ago – function was paramount. And it still very much is; but branded, creative experiences also helps to make Google seemingly indestructible.  It’s no longer just a search engine - it’s a verb, it’s a brand,  and it’s an experience.