Doug Pray for Project Re:Brief

13 Mar

This past weekend Project Re:Brief was launched at SXSW in Austin, Texas.

The innovative project revisits and remixes classic ads from the 1960s and 1970s for a modern audience, and is a collaboration between the team at Google, ad agency Johannes Leonardo, creators of the original campaigns, and director Doug Pray who we proudly rep here in Canada.

Four iconic campaigns are being revisited. Two of the four, Coca-Cola’s classic 1971 “Hilltop” ad and Volvo’s 1962 “Drive it Like You Hate It,” campaign, have been launched and Alka-Seltzer’s 1972 “I Can’t Believe I Ate the Whole Thing” ad, and Avis’ 1962 “We Try Harder” campaign, are coming soon. To bring the ads into the present, they have been infused with Google products and services like Google Maps, Google Mobile, Google Translate, Gmail and YouTube.

In the remixed “Hilltop”, Harvey Gabor, the Art Director on the original ad, reworked the campaign to enable users to actually “buy the world a Coke” using Google’s display advertising platform and a series of specially-developed vending machines. In the spirit of the original work, users can record a message and send it with a Coca-Cola to connect with someone on the other side of the world. The receiver can then respond with a text or video message, completing the connection.

To modernize “Drive it like you hate it” (1962), Art Director Amil Gargano brings the campaign to the future through the story of Irv Gordon, an ordinary driver with an extraordinary car. Since buying his car at age 26, he has driven his 1966 Volvo P1800s a world-record 2.9 million miles. With today’s technology, Irv’s unique story is brought to life and allows the viewer to become a part of that journey in real-time as Irv counts down to the 3-million-mile mark – a true testament to the strength and durability of a Volvo, and proof you can drive a Volvo ‘like you hate it’.

We are looking forward to seeing what they they’ll do to bring Alka-Seltzer’s 1972 “I Can’t Believe I Ate the Whole Thing” spot, and Avis’ 1962 “We Try Harder” into the future. We’ll be sure to post those as soon as they are completed.

Read more about the project in The New York Times and on Mashable.

View Doug Pray’s commercial film reel.

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