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I keep hearing from professors and marketing/ad professionals how it’s such a different time to be in the ad business, and while I get it, I’m not afraid- I embrace this new systematic chaos and am excited for the opportunities to use it.  Reading this Fastcompany article on “The Future of Advertising” really made me think about how disruptive technology is helping shape the creative revolution in advertising today.

I recently saw John Militello, the Creative Director at Google’s ad agency (The Zoo), speak at a marketing conference and was blown away by his presentation.  He talked a lot about how digital media (and services like Youtube)  have given birth to a new creative revolution. Anyway, I wanted to show you, Project Re:Brief, Google’s take on redoing 4 classic advertising campaigns for the 21st century.
[youtube http://www.youtube.com/watch?v=vPDnZoJiwA4]

You can check out their campaigns below by clicking on the links.  The first link is the original ad, the second link is the process behind the re-imagined version, followed by the demo ad.

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Alka Seltzer  – “I cant believe I ate the whole thing”

Howie Cohen & Bob Pasqualina – Re-imagining “I can’t believe I ate the whole thing”

@4:38 The 4 I’s of creativity: Intuition, Information, Incubation, and Inspiration. Very clever.

Alka Seltzer Mobile Ad Demo

Avis – “We try harder”

Paula Green – Re-imagining “We try harder”

Avis Tablet Ad Demo

 

 

 

 

 

 

Volvo“Drive it like you hate it”

Amil Gargano – Re-imagining “Drive it like you hate it”

Amil Gargano @ 1:47 “What drives it from 5,000 hits to the millions, what process? It can’t be word of mouth can it?” – I LOL’d

Volvo Tablet Ad Demo

Coke‘Hilltop’|”I’d like to buy the world a coke”

Harvey Gabor – Re-imagining “Hilltop”

Coca-Cola Mobile Ad Demo

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My favorite was the Coke campaign re-imagined (would love to get a coke from a cute boy in Argentina), what was yours? Watching all the videos, you kind of get a feel of how innovative digital media can get (especially when you have google engineers and a fairly large media budget on your side).  This medium really allows you to tailor an ad to a certain individual and encourage them interact with the message. I think the ability to customize a message like that, to a specific person, at a specific moment, is an extraordinary ability to have that is currently only available online.

This year digital advertising turns 18 years old, can you believe it?! We have come a long way from banner ads, pop ups, spam, and adwords. This push towards the digital revolution has left some companies and agencies unprepared and shaking in their boots, while others have flourished from it’s possibilities.  It will be interesting to see how this revolution shapes the next twenty years of creative advertising.

-Em Wells