Google Search Stories
Google only recently started running advertising campaigns. Most of the commercials focus on Google's secondary projects (Chrome, Google+, etc), but the Search Stories highlight people actually using the search engine. Why? To create a community centered around Google. The Search Stories highlight individuals who discover, explore, and otherwise break boundaries, and contribute their findings to society (through Google) for the greater good. Aligning yourself with Google gives you access to these individuals and allows you to become one of these individuals (astronauts).
"It just started as an idea, then something that wasn't there before was suddenly there."