The answer is simple. They knew it would be a touchdown. It had already run on YouTube for months prior to the Super Bowl, and garnered more than 1 million views. People liked it, and shared their feedback. Smart advertisers test before they spend their budget on placement. One million voices said “run it”.

The real genius behind Google’s Parisian Love commercial is that it’s incredibly easy to riff on. By this time next year, Parisian Love may prove to be the most parodied and imitated commercial of all time. You don’t need actors, animation chops, or even Photoshop. With a few basic software tools, wit, humor, and a tendency toward the subversive, you can create your own version of Parisian Love in an afternoon. And when you do, it will most likely end up on YouTube, another Google property. They really can’t lose.

Let’s see what delightfully deviant ideas spring out of Parisian Love, and see if we can measure the “viral-ness” of Google’s Super Bowl investment.

Today I gave Skimmer a quick run-through. Skimmer is the social media consolidator conceived by Fallon Worldwide, the Minneapolis-based advertising agency. As a creative shop Fallon has done some nice work in print, television, and on the internet. Creating software is an interesting new direction and was worth giving the application some time and consideration.

Skimmer is really cool because it puts all of these social media sites in one place on your computer. It’s like a two-way RSS feed between your computer and your favorite social media sites, as long as your favorite sites are Twitter, Facebook, Blogger, Flickr, and YouTube. I don’t doubt that they’ll expand the program to incorporate more social media sites if the application proves to be worthy of further investment.

Skimmer works well enough as a single platform to reach these different sites, but what I think is both truly clever and deeply concerning is that Fallon gets to track each user’s involvement on social media sites, including which ones and how much they interact with each. Marketers make money by understanding the behavior of large groups of people. The price you pay for this free application is that an advertising agency gets to scan your online behavior. Should we trust them?

I’m not especially concerned about Skimmer because it’s one thing to create an application and entirely another for the program to gain enough momentum that a significant population uses it. Many people will install Skimmer because it’s free but chances are it won’t be the one application you always leave running in the background. For those who do, they’ll enjoy an intimate relationship with the folks at Fallon.