Google unveiled its “Project Re: Brief” ad campaign in March, which re-imagined four classic commercials, and now the company has published an hour-long documentary of its marketing venture on YouTube.
The four re-imagined classic commercials are Coca-Cola’s “Hilltop” from 1971, Alka-Seltzer’s 1972 commercial, Volvo’s “Drive it like you hate it” from 1963, and Avis’ “We try harder” campaign from 1962. Google’s in-house advertising team and several other agencies— including the creators of the original campaigns—re-created all the ads. Each video is available on Google’s Project Re: Brief website.
“Re: Brief is not just about the ads themselves. It’s also about the creative process behind them: bringing ‘old school’ advertising legends and technologists into the same room to create digital ads that consumers love as much as they loved the iconic campaigns of yesterday,” explained Project Re: Brief Lead Aman Govil on the Official Google Blog. “To share this experience, today we premiered the documentary film Project Re: Brief, directed by Emmy winner Doug Pray, at the Cannes Lions International Festival of Creativity—also available on YouTube.”
The documentary follows the story of the five art directors and copywriters who made the original ads as they come out of retirement to “Re: Brief” their classic campaigns: Harvey Gabor (Coca-Cola’s “Hilltop); Amil Gargano (Volvo’s “Drive it like you hate it”); Paula Green (Avis’ “We try harder”); and Howie Cohen and Bob Pasqualina (Alka-Seltzer’s “I can’t believe I ate the whole thing”). While major shifts in technology have reshaped the advertising business, as we learned from our heroes of the past, the basic tenets of storytelling haven’t changed. We found these icons’ ideas, wisdom and passion for great advertising inspiring and hope you do as well.