Internet advertising turns 18 years this year and the people at Google were frustrated with the thought that “banner ads” are still not being used to their full potential. Some traditional ad people may think technology is too geeky and find it alien to them. Google believes the two can work together.
So they designed an experiment: They found the old-school, age-of-my-grandparents advertising gurus who created the iconic Coca Cola, Avis and Alka-Seltzer ads in the 1960s that we read about in books. They took them out of retirement and put them in a room with Google geeks to see how they could ‘re-imagine’ and develop these campaign ideas in the digital age.
The process is documented in this charming, one hour, perfect-for-a-lunch-break film directed by Doug Prey (director of “Art & Copy”).
this is a video of Steve Jobs introducing a Think Different TV ad in 1997.
watching it made me wonder how is it that an ad introduced 13 years ago could still be so relevant today?
Think Different: “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. … While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”
it feels extraordinary, and it’s not an accident: it’s something that happens when the insight and beliefs behind the idea are powerful and inspirational. Steve beautifully and simply describes what marketing should be about, and the ad he unveils is a great example of what corporate advertising should be. Listening to his intro speech, you can tell this man has a very great sense of what brand values should reflect, how they relate to the product and the audience, and how advertising should communicate them.