Project Re: Brief – Updating Classic Advertising for the Web

The fracturing of advertising along media lines and through disruptive technology has created a strange nostalgia in us for the good ol’ days when you could be forced to watch a commercial on television rather than switching to something else or hitting fast forward. It’s not that we want more interruptions, but there was something in that collective, obligatory experience of laboring through advertisements on television that today makes us go all misty-eyed at the thought of “giving the world a Coke.”

The web is a big problem when it comes to emotive advertising. Online ads are functional and easily ignored, most often  search algorithms that return relevant but uninspiring results. Google with Project Re: Brief  is taking on this challenge by retrofitting four classic advertising campaigns for the web: Coke’s “Hilltop,” Volvo’s “Drive it like you hate it,” Alka-Seltzer’s “I can’t believe I ate the whole thing,” and Avis’ “We try harder.” The whole thing is called accompanied by a documentary, the trailer for which is below:


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