While BlackBerry and Samsung premiered their latest ad spots one week ago during the Super Bowl, Google decided to wait until last night’s airing of the Grammy Awards to break out its latest promotional offering, a Nexus 4 ad where Google Now takes center stage.

While this is all shown in the context of the Nexus 4, the bit is really about showing how Google Now can simplify the lives of its users, drawing upon all of Google’s scheduling, mapping, translation, and other services and delivering them in a seamless, quickly accessible interface. Considering all the money Apple has spent promoting Siri, with all its celebrity endorsements, this comparatively low-key Google video is a nice change of pace, while not skimping on showing-off features.

Sure, it might have been nice to see Google play-up the Nexus 4 itself a little more, but who are we kidding; Google’s ultimately about services, not devices. Are you already a big Google Now fan, and if not, does this clip have you thinking twice about giving it a shot?