Google Advertising Project Re Brief

Exasperated by massive banners and pop up ads taking over your computer screen? That very complaint has been reiterated constantly over the course of the last two decades. Fortunately, a number of changes in Internet advertising have occurred. While the annoying pop up ad still makes its presence known from time to time, marketing approaches are now far more clever. The last few years have proven especially revolutionary, with marketing efforts focusing on mobile devices and social media. That evolution continues with the release of the revolutionary Google Project Re: Brief.

Essentially, Google Project Re: Brief involves a reimagining of commercials from the golden age of advertising, for the digital age. Lauded for their ingenuity in decades past, these commercials have the potential to prove that, no matter the medium, great ideas always lead the way in advertising. New versions of classic commercials for Alka-Seltzer, Volvo, Avis and Coke may be adapted to better serve online viewers, but the basic feel of the ads is the same, making them enjoyable for both nostalgic older viewers and the tech junkies of the younger generation.

I’d Like To Buy The World A Coke

In the early 70s, Coke proved that a basic hook and a popular band could turn a simple jingle into a hit song. Soon after, Harvey Gabor took that concept to a new level, creating an ad that presented a vision of tolerance and peace. The Re: Brief Coca Cola commercial draws on that very concept, but carries it into the 21st century by showing how the combination of a Coke and a smart phone can bring very different individuals together.

We Try Harder

Avis has been “trying harder” for several decades, ever since copywriter Paula Green came up with a simple line that managed to boost the rental company’s market share from 11 to an impressive 34 percent. Designed for the tablet, the new Avis ad continues to emphasize hard work, while also calling for customer feedback.

I Can’t Believe I Ate The Whole Thing

Few lines in television commercials have elicited as many chuckles as Alka-Seltzer’s notorious “I can’t believe I ate the whole thing!” But the new version of the ad is, if possible, even more amusing, telling the background story of the day the iconic Ralph ate the whole thing. Better yet, viewers have the option to customize the video advertisement based on the time of day and current weather conditions.

Drive It Like You Hate It

Few people actively hate Volvos, but over the years, owners and prospective owners alike have been advised to “Drive it like you hate it.” The re-imagined version of the classic ad tells the story of a driver who has done just that, and how his life has changed for the better as a result.

The response to Google Re: Brief has been incredibly enthusiastic, with the exclusive Clio Awards naming the corporation Advertiser of the Year. This award was largely a result of the innovative nature of Re: Brief, although critics also point to such services as Chrome and Google Fiber as additional proof of the Internet giant’s viability as an advertiser.

Http:// points out that, even without high-quality ads, the performance of services such as Google Fiber would prove impressive. However, the inclusion of Google’s revolutionary internet marketing campaigns clearly plays a role in the company’s continued success. As Re: Brief has made clear, it’s all about combining a quality product with a relatable message with which audiences can connect.

image by Robert Scoble

About the Author:

Charles Clark: Chuck is a technical writer who lives in the Ft. Worth, Texas, area.