Re-Imagining Classic Ads For The Modern Web

This year, digital advertising turns 18. Over nearly 2 decades, waves of conception select transformed the medium—it’s come upwards a long mode since the blinking banner ads of the early on Internet. But nosotros scream back the most exciting changes are all the same to come, every bit marketers as well as agencies increasingly encompass technology scientific discipline to enable novel types of creativity, as well as laid upwards online ads that don’t but inform, but please as well as engage their audience.

For example, what if an online advertizement could convey together 2 strangers on reverse sides of the globe? Or allow you lot follow a real-life run a jeopardy every bit it unfolds? We wanted to respect out. So nosotros started an experiment, both to celebrate eighteen years of online innovation, as well as to link advertising’s digital futurity to its storied past: Project Re: Brief.

We started amongst iv iconic advertizement campaigns from the 1960s as well as ‘70s from Alka-Seltzer, Avis, Coca-Cola as well as Volvo, each considered groundbreaking inwards its day. The advertising legends who made the master copy ads as well as then came out of retirement to rethink their master copy “brief,” this time, using the total attain of technological tools at their disposal, to attain consumers inwards today’s digitally connected world.



Here are previews of 2 of the re-imagined ads:

Coca-Cola
Original Art Director: Harvey Gabor

Influenza A virus subtype H5N1 Coca-Cola tin connect people. This was the thought behind a 1971 ad inwards which immature people from all over the Blue Planet stood on a hilltop singing, “I’d similar to purchase the Blue Planet a Coke, as well as proceed it company.” But imagine beingness able to walk yesteryear a vending machine inwards New York as well as finding out that a stranger inwards Tokyo truly sent you lot a gratuitous Coke. Technology tin laid upwards this possible yesteryear linking online ads to real-world devices, similar vending machines, inwards existent time. The new ads allow you lot tape a video or text message as well as post it, along amongst a gratuitous Coke, to particular vending machines inwards Buenos Aires, Argentina; Capetown, South Africa; New York, NY; as well as Mountain View, Calif. The recipient tin also tape a message from the machine as well as post it correct back. To encounter how this advertizement was brought to life, lookout adult man this brusk film.



Volvo
Original Art Director: Amil Gargano
Influenza A virus subtype H5N1 Volvo is therefore durable, you lot tin “Drive it Like You Hate It,” according to a 1962 serial of impress as well as TV ads. The re-imagined ads middle on the durability of i detail Volvo—that of Irv Gordon, who has had his auto since 1966 as well as lay a world-record 2.9 meg miles on it, therefore far. In these ads, you lot tin bring together Irv on his journeying to attain iii meg miles. Starting amongst colorful stories from his yesteryear as well as a alive feed of his car’s odometer, you lot tin interact amongst him through Google+, as well as recreate unopen to of Irv’s favorite routes throughout the USA on Google Maps. Watch the behind-the-scenes storey inwards this brusk documentary.



We’ll select to a greater extent than to part from this experiment soon. In the meantime, these are precisely a few examples of how agencies as well as laid upwards marketers are harnessing technology scientific discipline to rethink what ads tin live on as well as laid upwards the spider web function for them (not the other mode around). To larn to a greater extent than close the project, see Google Village to encounter demos of these campaigns, or attend a talk.


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