Google’s Project Re:Brief Brings Classic Advertising Campaigns New Life

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It’s hard to believe, but Internet advertising has been around for nearly two decades. In that time, the process of marketing a product has evolved drastically, from obnoxious pop ups to clever social media marketing tactics. Now, Google is looking to continue that evolution with the release of the new Google Project Re: Brief.

Commercials Reimagined

To set up the Google Project Re: Brief top advertisers from the golden age of television and the best cable TV were asked to reimagine their most successful commercials for the digital age. The hope was that, in doing so, these creative individuals would prove that, ultimately, great ideas lead the way in the world of advertising. The selected commercials included favorites for Coke, Alka-Seltzer, Volvo and Avis. While the new versions of these classic commercials were somewhat adapted to reflect the new era of online browsing, they still retained the basic elements that made them so successful in the first place, chiefly, the genuine human emotions that viewers so love to encounter in their favorite advertisements.

Award-Winning Documentary

Following the completion of Google’s case study, the information was gathered, processed and then displayed in the form of a one-hour documentary film. Directed by Emmy-winning creative genius Doug Pray, the documentary film was debuted to much acclaim at the Cannes Film Festival. It is now available on the Google Re: Brief website, as well as on YouTube. This documentary proves that, as with commercials, documentary videos developed for the Internet can also be incredibly valuable works in their own right.

Will The Campaign Work?

Now that the Google Re: Brief project has finished, the big question is, will the campaign will have any lasting effects? Is online advertising going to develop into a new, higher-quality medium as a result of Google Re: Brief? Or will we be stuck with the same obnoxious pop up ads for years to come? Some critics have argued that online advertising was already entering a new age of originality and that all Google Re: Brief has done is prance in and steal all the credit. These individuals point to the Old Spice YouTube campaign of 2010 as perfect proof that Internet advertising had already begun to make great strides before Google Re: Brief arrived on the scene.

While critics certainly have a point, it can be argued that Google Re: Brief has performed a valuable service. This campaign has provided several additional examples of what online advertising can be when the right minds are put to the task. In the aftermath of the campaign, we continue to see excellent online marketing efforts from a wide array of businesses. Whether or not this comes as a direct result of Google Re: Brief, it certainly marks the exact type of development the masterminds behind the campaign were hoping for.

Ultimately, what we can take away from Google Re: Brief is that, despite the constantly changing technology that surrounds us, the basic tenets of storytelling remain the same. In the end, a truly successful commercial is one that tells some kind of story. The big problem with early attempts at online advertising revolved around a basic failure to tell audiences a story about the product being pitched. But once that mistake is fixed, Web surfers will be amazed at how intrigued they are by the new generation of Internet advertisements.

 Photocredit:  clock510

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In case you follow this blog with Google Reader: Feedly is an effective alternative

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Taken from http://lifehacker.com/5991272/most-popular-google-reader-alternative-feedly

Now that Google Reader is slowly making its way down that old dusty trail and you want to read blog by RSS, you have to take care for an alternative.

LifeHacker recently highlighted their top five in the five best Google Reader alternatives, and then put them to an all-out vote to determine the Lifehacker community favorite. .

 Feedly is my Google Reader alternative of choice, partially because it’s free, cross-platform, and available on multiple devices. Plus, they make importing your Google Reader subscriptions so ridiculously easy that it’s worth a try. As of right now, they still use Google for syncing, but the team at Feedly is planning their own syncing engine to replace their dependence on Google Reader before it shuts down. With luck, all Feedly users will have a seamless transition to a post-Google Reader era, and never even notice that Google turned off the lights.

Read more at http://lifehacker.com/5991272/most-popular-google-reader-alternative-feedly

Photocredit:  nemroff

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