In 2011, Google partnered with four global brands in an advertising experiment - The Project Re:Brief. The goal was simply to test, how the ideas that defined the advertising industry in its infancy, can inspire a whole new generation of creatives and marketers.
Of course, the remaking of these ads not only make the classic ads contemporary but also shows off Google’s own technology. The new effort, created out of Johannes Leonardo and Google Creative Lab, revisits old school favorite ads from Coca-Cola, Volvo, Alka-Seltzer and Avis and translates their messages for various digital formats.
For example, 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.
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.
Further reinterpretations, of Alka-Seltzer’s “I Can’t Believe I Ate the Whole Thing,” and Avis’ “We Try Harder” campaign, are forthcoming.