Advertising isn’t just tailored to the audience or the product, it’s tailored to the medium in which the brand is presented. From computers to tablets to smartphones, technology is completely restructuring the frame of modern advertisements. Recognizing this tremendous evolution of advertising, Google created Project Re: Brief. The project asks: “What would some of the most iconic television advertisements look like if they were redesigned for our modern devices?” Here’s what they discovered.
In 1971, a song now recognized by Baby Boomers and members of Generation X alike started out as a scribbled line on a napkin: “I’d like to buy the world a Coke.” Stripping away the fuzzy camera lens and retro fashion, the commercial sent a truly timeless message of unity, tolerance and hope. This core message still shines through in the updated ads, but in a more tech-friendly way. The reinvented ad combines the classic ad with an an interactive sidebar that invites you to literally buy the world a coke by clicking on an international destination on a GPS-activated map.
Volvo “Drive It Like You Hate It”
Without even the visual aid of color television, Volvo’s classic advertisement captured the hearts and minds of viewers across the country with the clever slogan “Drive it like you hate it.” The new advertisement takes a more sentimental approach about Volvo’s longevity with a video of Irv Gordon’s three million mile journey in his 1966 Volvo. Also incorporating GPS technology, the advertisement allows viewers to explore the stops by clicking along the way with Irv.
Alka-Seltzer “I Can’t Believe I Ate the Whole Thing”
Echoing a phrase that everyone can relate to, Alka-Seltzer’s droopy-eyed, raspy-voiced Ralph still can’t believe he ate the whole thing. The re-imagined ad offers several customized versions of “The Day Ralph Ate the Whole Thing,” which vary depending on the viewer’s location, interests, time of day, and other personalized factors. The new desktop and mobile ads even allow viewers to interact with Ralph, including features like shaking your smartphone to wake him up.
Avis “We Try Harder”
You wouldn’t think that an advertisement slogan recognizing the brand’s second-best status would take off with as much success as it did, but the phrase “We try harder” is still used in Avis ads today. For the Google Project Re: Brief, Avis sets out to prove that, 50 years later, they still do try harder. Using humble, hand-drawn animation, the new interactive ads allow viewers to see for themselves how people like them have benefited from personal experiences with Avis.
After overwhelmingly positive responses to Project Re: Brief, Google is expected to see even more success with projects like Google Glass and Fiber. Internet Providers claims that Fiber is already rapidly expanding from its Kansas City startup base. After already taking home the Advertiser of the Year trophy during the 54th annual Clio Awards, there’s no stopping this innovative company from changing the world.
Charles Clark – Chuck is a technical writer who lives in the Ft. Worth, Texas, area.