A Good Idea Can Outlast A Generation: A Film Review Of Project Re:Brief

A Good Idea Can Outlast A Generation: A Film Review Of Project Re:Brief

Advertising innovation at its finest.

Aman Govil, Production Marketing Manager for Google led an experiment in 2012 that carried a simple question: Can a good idea last half a century? The team behind Project Re: Brief sought to do that. The documentary chronicles the journey of the Google team in partnership with lead advertisers from four companies who had some of the most iconic ads in history.

The Google advertising and marketing teams would expand on history’s most iconic campaigns, and try to sell them to the new generation of executives at each brand.

Four brands, four classic “Will the sequel be just as good?” challenges.

In 1962, writer Paula Green wrote one of the greatest slogans in advertising history: “We try harder.” It was the phrase that defined Avis, a rental car company infamously known to be second to Hertz. The branding team representing Avis decided to turn this notion into a positive, and from there, declare to the world “We try harder because we’re second best. You don’t need us, we need you, so we go the extra mile.”The campaign ran through commercial and print.

The documentary details the Google team working to create an innovative way to showcase how Avis “tries harder” and cater to the digital age. After their initial banner ad idea was rejected by the brand, the audience watches as a team of illustrators and software engineers collaborates with the creative team to create an application that turn real-time positive reviews into short mini-films to be shared on social media and Avis’s website. The cuts and zooms used during this process really showed the pressure the team was under to deliver something perfect and incorporate client feedback.

“Hilltop” was the ad that defined a generation by Coke.

Coke united the characters, and since then we’ve seen campaigns such as “Share a Coke” and more. Harvey Gabor was the creative mind behind Hilltop, released in 1971.

Re:Brief showcased a solution that made the mission of “Hilltop” a reality. The team made vending machines that would allow someone to literally buy someone across the globe a Coke, along with a message. The story of point A to point B tugged at the hearts of the viewer as they listened to Gabor sing the original song with the storyboard of the new idea.

Alka-Seltzer has been easing overeating pains for decades, and the iconic ad that defined a generation was the story of Ralph, and how he “can’t believe he ate the whole thing”. Ralph’s wife says “Well, you ate it. Take two Alka-Seltzer”. The audience never learned what “the whole thing” was but everyone can relate to the feeling of eating so much that you’re ready to tip over. Bob Pasquelina & Howie Cohen were the creative minds behind Ralph, released in 1972.

The team decided to add some context and show the viewers what actually happened the day that Ralph ate “the whole thing”. They created a micro site telling various stories of what the food might have been and what the conversations might have been between Ralph and his wife. Visitors of the website could also click on Ralph to decide how the story might go. The camera shots, zooms, and screen grabs, along with narration, made the documentary viewer feel like they were writing the story themselves, and nearly felt what Ralph felt before taking his Alka-Seltzer. Interactivity became the solution. As an audience member, I wanted to experience this!

The final client, Volvo, wanted to promote the fact that their cars were durable. The brand decided to market the tagline “Drive it like you hate it”. Amil Gargano was the creative mind behind “Drive it like you hate it, started in 1976 through print and commercial.

The creative team decided to keep the basic idea of durability, but instead shift to a customer story that shows what happens when you drive a Volve like you love it. They tracked down a man who had 2.7 million miles on his Volvo, and created a live stream campaign detailing “the Journey to 3 Million Miles”. Viewers of the documentary saw the set-up process for such a live stream, and I felt like I was on the drive with the subject. I reflected on all the places I’ve driven in the 114,000 miles on my car.

The Google team through this documentary, in my opinion, successfully told the story of not only the creative process in advertising, but also told the story of strong ideas, and how they can outlast generations. Each idea was well-received by the client, and now I know by the viewers of the film. It made you feel like you were in the boardroom the whole time and became emotionally attached to the projects.

I loved this documentary, and would recommend it to anyone looking to learn more about creativity.

Cover Image Credit: Google Project Re:Brief

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18 Times Kate Middleton Was Actually All Of Us In College, Beside The Princess Thing

Every girl has to go through her clueless college stage before she reaches Duchess status.

Kate Middleton is basically a household name by now, and how could this not be the case when she has the gorgeous hair, kind smile, and incredible fashion sense. With her constantly in the spotlight looking so put together, we sometimes forget that the Duchess was actually all of us in college!

Here are 18 times that Kate proved she was just like all of us.

1. Going all out in the name of school spirit

There is nothing like breaking out the war paint and screaming for your home team. Like Kate, we all love to get a little messy and make some memories with our friends.

2. Hanging out with the roomies

Some people may not get lucky in this area but for those who are best friends with their roommates, they understand the love. It's a dream come true for everyone who has always wanted to live with their best friends. It's like a sleepover that never ends.

3. Dressing up cute on the first day of school...

You got to make a good first impression on your way to school. Whether it's during your 7 A.M or 4 P.M., it's always best to dress to impress.

4. ...and wearing yoga pants for the rest of the year

And this goes all the way until the last week of school when you don't bother getting out of bed to wear pants at all.

5. Going grocery shopping and throwing in cookies, ice-cream, and every type of Pringles because your mom isn't there to say no

You'll probably regret that in a few months when the Freshman Fifteen kicks in.

6. Walking for miles from your car to your dorm carrying groceries

We can't park by the apartment for a solid five minutes to carry our groceries up to the kitchen or we will risk a ticket, but we can walk a few miles carrying food that gets heavier, and heavier, and heavier with every step.

7. Going out for a night on the town on a Friday night

Dancing, laughter, and fun? Everyone in college has been to a party or two. It's a classic part of the college experience. Sometimes you just need a distraction from all the essays and tests.

8. Being so late to class you threw on whatever your hands grabbed next

We've all been there. Our alarm doesn't go off, we press snooze a few too many times, or forget to even set an alarm and next thing you know we are running around the dorm room like Taz from Looney Toons. You throw on whatever, then run to class.

Unfortunately 9/10 times our outfits don't turn out. Although, Kate can certainly pull off this look, no matter how mismatched.

9. Pretending your walking to the same building as the cute boy you met so you have the excuse to keep talking to him

I am very guilty of doing this. Although I missed my class, at least I got to talk to the really cute boy who has class at 9:45 in the STEM building. It was worth it.

10. Sitting on the floor or standing because you're a poor college student who can't afford chairs or tables

Eating on the floor? Always. Being a college kid is tough and sometimes you have to sacrifice some things to obtain the others. Such as choosing chocolate milk and Halo Top over vegetables and hair conditioner.

Judging by Kate's beautiful locks, she chose the conditioner.

Probably the vegetables too.

We should just all follow her example.

11. Going on cute date with the boy you followed to class-turned-boyfriend

Now my short-lived romance may not have extended farther than us talking and walking to his class, but Kate and William obviously had a better ending. Nevertheless, college is the place to grow and date and possibly find the one.

12. Keeping your hair long and growing because you can't afford to get it cut

Don't trust your roommate. No matter how many times she begs you to let her cut it. Don't.

13. Turning 21 and getting dressed up and going out with your best friends

While this one probably doesn't apply to Kate, since you can drink at age 18 in most countries, all my people in the United States know the sweet freedom of turning 21. It's an iconic time in a students life and marks a huge milestone as well.

14. Passing out flyers for some type of movement or protest

Everyone wants to be a part of something bigger - which is why college is the time to stand up for what you believe in. May that be RedforEd, Planned Parenthood, anti-Abortion, Trump, the Wall, pizza bagels, it's all an exercise of the first amendment.

15. Ranting to your friends about the professor that just "doesn't understand you"

You know your thinking about that professor right now as you read this. And you know that that's your reaction whenever they give you a bad grade or say something you disagree with at the tiniest degree.

16. Getting glammed-up for those senior photos

Pick out your best outfit and make sure it's a good hair day because everyone will be viewing these photos forever... and in Kate's place that is more than true. Luckily she looks as gorgeous as ever. Does she ever have a bad hair day?

17. Walking out of your last class knowing you'll never have to write a single paper again

And purposefully not thinking about how you will be going into the real world in less than a few days.

18. When you've graduated and realized you have no idea what you're going to do with your life

Maybe a prince will be right around the corner to sweep you off your feet so you won't have to figure your life out.
Cover Image Credit: Laura Warshauer

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The Football World Loses One Of Its Finest Players

Bart Starr passed away and NFL players, coaches, and fans all mourn the loss of the Packer legend, but his life and career will live on in hearts of Packer nation forever.


Bart Starr passed away at the age of 85 in Birmingham, Alabama. The NFL lost a great player. The Green Bay Packers lost a hero. And, the world lost a true gentleman. Starr's legacy has surpassed his accomplishments on the gridiron. He inspired not only his peers but the generations that have come after him. He is — and always — will be remembered as a Hall of Famer, a champion, and a Packer.

Bart Starr was a Packers legend. Starr led Green Bay to six division titles and five world championships. As the quarterback of Vince Lombardi's offense, he kept the machine going and executed the plays like no other. His mastery of the position was a large part of the Packers success in the 1960s. Starr was also the perfect teammate for the perfect team. His leadership put him in command of the Packers. Starr's time in Green Bay will not be forgotten by former players, coaches, and the fans.

Bart Starr's resume is rivaled by few in NFL history. He played in 10 postseason games and won 9 of them. He led the Packers to victory in Super Bowls I and II and won the MVP award in both games. He was the MVP of the league in 1966 and was named to the NFL All-Decade Team of the 1960s. The Packers retired his number 15 and Starr has been inducted into the Packers and Pro Football Hall of Fame.

After his playing days, Starr would become the head coach of the Packers. He could not repeat the success he had on the field from the 1960s teams. His coaching years do not take away from his legacy as one of the all-time great Packers. Starr was inducted into the Pro Football Hall of Fame in 1977.

One of Starr's last visits to Lambeau field was on a cold November night in 2015. Starr and his wife attended a ceremony in which the Packers retired Brett Favre's jersey number. Starr was the perfect personification of what it meant to be a Packer. His most heroic moment came in the 1967 NFL Championship Game. The Ice Bowl came down to a third and goal in Lambeau Field's south endzone against the Dallas Cowboys. Starr came to the sidelines and bravely told Vince Lombardi that he can sneak it in for a game-winning touchdown. Lombardi then replied, "Run it, and let's get the hell out of here." Starr ran a quarterback sneak for the game-winner and the Packers were off to Super Bowl II. Without Starr, Green Bay would not have won a second straight Super Bowl. His leadership in big game moments will live with Packers fans for a lifetime.

Vince Lombardi: A Football Life - The Ice Bowl

Starr leaves behind his wife Cherry, his son, and three granddaughters. Packers fans will have a tight grip on the memories Bart Starr and the 60s teams created. Starr left behind a template for being a Green Bay Packer. He also left a template for being a good man and a gentleman of the game of football. He was a competitor and a leader. Packer nation mourns for the loss of one of the finest human beings the game has seen.

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