Digital convos and Super Bowl

You may have seen the recent Super Bowl ad that featured a Cue Health device (with the voiceover by award-winning actor and producer Gal Gadot) communicating with other digital devices such as a phone, camera, personal assistant, floor-cleaning robot, and thermostat. It’s meant to be both memorable and informative, and the takeaway is that Cue Health is a device that communicates well with other devices to help families live healthier lives.

I see more and more companies like this, ones whose purpose is to connect other ideas/people/companies with each other, much in the same way that chemicals or energy signals communicate and connect cells in the human body.

Quick side note: Naturally I would be making a biology connection here. As some of you may know, after my family moved to the United States, I studied cellular biology at the University of California Berkeley. As a senior, I served as Editor-in-Chief of Berkeley Scientific, the first peer-reviewed undergraduate research journal in the United States. It’s not too far of a stretch to make this comparison, since our cells do communicate in a number of ways.

So hopefully you did laugh when you saw the Cue Health Super Bowl ad. It was endearing to see all the home devices getting along, and from a business point of view, it is critical that these kinds of digital conversations happen.

Some of the critics of this process say that allowing all these devices to communicate with each other puts them all at higher risk of security breach. I see the potential for that, but I also see the potential for significant collaborations that bring better security to all the devices in the specified group. Better security contributes to economic growth and development.

I saw one report that said Cue Health’s Super Bowl ad (the 30-second spot is named “Meet Cue”) placed second among all Super Bowl ads in how well it drove viewers to search online and engage with the brand. That means that the marketing message got through, and the initial Cue Health communication was successful. Now it is up to Cue Health to keep the conversation going with potential clients.

Do you have an idea for how businesses can more effectively communicate with each other? Join the conversation with me on Twitter @shervin.