One of the top 3 World’s Most Admired Companies, Google marks the 18th anniversary of internet advertising with an unprecedented ‘Google Project Re:Brief’, a campaign that looks on four classic television commercials in a new way.
The campaign has an online platform at projectrebrief.com that features creative remakes of Coca-Cola ‘Hilltop’ campaign, the Volvo ‘Drive It You Like You Hate It’ campaign, the Alka Seltzer ‘I Can’t Believe I Ate The Whole Thing’ campaign, and Avis ‘We Try Harder’ campaign. The remakes fuse creative ideas and online technology together.
Harvey Gabor, original art director of Coca-Cola’s ‘Hilltop’ took part in the project and starred in the Re:Brief documentary to talk about the re-imagining process, while Amil Gargano, original Art Director of Volvo’s ‘Drive it like you hate it’ helped to re-imagine his famous ad in the Goggle remake directed by Doug Pray.
The new remake of the Volvo’s 1962 ‘Drive it Like You Hate It’ campaign explained viewers that driving the car has therapeutic advantages “cheaper than psychiatry,” shows the Volvo owner Irv Gordon, who put 3 million miles on his 1966 Volvo P1800S. The video tells the story using Google+ and Google Maps experience.
Coca-Cola’s ‘Hilltop’ ad known for its jingle ‘I’d Like to Teach the World to Sing’ is remade to become a display ad through which viewers can send digital greetings to their friends in different cities.
Other videos show how technology can be used to create original and captivating adverts.
“With people spending more time online than ever before, it was time to put digital advertising to the ultimate test. We selected four of the most iconic commercials of all time, and asked the legendary creatives behind them to re-imagine them for the digital age. These advertising icons defined the mediums of the past. Now they’re back to help shape the medium of the future, prove that great ideas come first, and inspire a new generation of creative minds along the way,” says Google explaining the motifs of their project.