Google is challenging the advertising industry to take seriously the potential of digital advertising in “Google Project Re:Brief”, a campaign reimagining four classic television commercials. This year, internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they’re being used to connect, engage and entertain. The Project Re:Brief campaign, online at projectrebrief.com, provides 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, pushing the boundaries of creative ideas and online technology can work hand in hand.
Click on the image below to play the Google Project Re:Brief Introduction video in YouTube (HD)
Coke’s classic “Hilltop” ad featuring the familiar jingle “I’d Like to Teach the World to Sing,” becomes a display ad through which online viewers could send digital messages of good cheer–to someone in a city of their choice.
Click on the image below to play the Re:Brief Hilltop video in YouTube (HD)
Click on the image below to play the 1971 Coca Cola Hilltop video in YouTube (HD)
Harvey Gabor, original art director of Coca-Cola’s “Hilltop” appears in the Re:Brief documentary to talk about the re-imagining process. Click on the image below to play the video in YouTube (HD)
Volvo’s 1962 “Drive it Like You Hate It” campaign, which posed that driving the car offered up therapeutic advantages “cheaper than psychiatry,” is translated through the story of Volvo Owner Irv Gordon, who put 3 million miles on his 1966 Volvo P1800S, an app-like filmic experience that leverages Google+ and Google Maps. Click on the image below to play the video in YouTube (HD)
Click on the image below to play the original 1962 Drive It Like You Hate It video in YouTube (HD)
Amil Gargano, original Art Director of Volvo’s “Drive it like you hate it” came out of retirement to once again re-imagine his iconic ad in a film presented by Google and directed by Doug Pray. Click on the image below to play the Tablet video in YouTube (HD)
Google will be bringing out a reinterpretation of the Alka-Seltzer “I can’t believe I at the whole thing” commercial. Click on the image below to play the original Alka Seltzer video in YouTube (HD)
The Google Project Re:Brief campaign was developed at Johannes Leonardo, New York, by executive creative directors Jan Jacobs and Leo Premutico, senior creatives Alex Romans and Ben Clare, senior creatives Steven McElligot and Jerome Marucci, creatives Emmie Nostitz, Sandra Nicholas, Harv Bains, Julie Matheney, executive producer Aaron Royer, digital producer James Young, producer Floyd Russ, working with Google marketing managers Mike Glaser, Emel Mutlu, Sally Cole, independent contributors Harvey Gabor (Coca Cola Hilltop), Amil Gargano (Volvo), Howie Cohen and Bob Pasqualina (Alka Seltzer), and Paula Green (Avis).
Production was done at Grow Interactive by creative director Drew Ungvarsky, art director Matt Clack, producers Jarrett Beeler, Sonya Parker, Michael Rose, design director Joe Branton, developer Ricky Williams, developers Chris Gammon, Gabe Molochko, Jeff Penano, Darius Pilapil, Zach Young and Matt Campbell, animators/designers Jason Levesque and Josh Newton. Voiceover production was done at Studio Center.