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Google Helps Give New Life To Iconic Coke Ad

40 Year Old Classic Ad Idea Re-Imagined Online

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Google Helps Give New Life To Iconic Coke Ad
[ Business]

I just saw the most amazing story about advertising and want to share it with all of you. In celebration of digital advertising turning 18, Google is championing a project that asks a very interesting thought-provoking question about classic advertising and answers it with an enlightening and charming series. The project is called, “Project Re: Brief” and asks how the originators of some the greatest, most memorable iconic advertising in history might “Re-imagine” the same idea after forty years and apply it to today’s audiences using today’s digital marketing tools.

It’s a fascinating question and the series delivers the delightful and inspiring answer. In the first project, Google approaches the legend, Harvey Gabor, one of the members of the creative team that developed the “Hilltop” coke commercial that has become a part of advertising, brand and coca-cola history. Google asks Mr. Gabor to talk about the how the idea came to him and the agency and then a team from Google brainstorms with the legendary creative to develop a concept that might work today and on the web.

Gabor then has the opportunity to present his concept to the marketing team at Coke and the whole process is captured and recorded digitally for everyone to see and experience. Mr. Gabor explains that the essence of the idea for the classic “Hilltop” television spot was to “connect with people” and “buy or share a coke with the world.” Gabor and the agency communicated this idea originally by showing one person, alone on a hilltop singing a song and slowly joined by more people, also singing (and drinking cokes) to represent the world. As you know or hopefully remember, the spot ends with a birds-eye view, arial shot of a huge group of multi-national people all singing the famous Coke anthem, “I’d like to buy the world a coke….”

Another top notch project by those crazy guys at Google: Project Re: Brief. Famous ads realized with today’s technology http://t.co/VHTSeMnw 14 minutes ago via TweetDeck ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

could not be more excited for the re:brief documentary from @google. 11 hours ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

Rethinking vintage creative briefs for the digital era – Google’s Project Re-Brief
http://t.co/Hvqr957t 12 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

The idea he develops and presents to Coke is amazing and the marketing team at Coke loves it. The idea is for people to be able to actually “buy a coke and send it to a vending machine anywhere in the world.” The Coke team actually moves forward with the idea and the documentary captures and demonstrates how they actually have Engineers develop a vending machine that can execute this wish to “buy a Coke” in real time for anyone in the world.

It’s a brilliant solution and shows that the strength of a great idea and how it can be applied not only to any variety of mediums but holds up even after some forty years. A great idea is a great idea and Google helps us to see that great advertising can be created online and in our new digital world. It’s a very thought-provoking question to ask and an inspiring project. So in the same spirit as the idea, “to share a Coke with a friend,” I wanted to share it with you.

Google Helps Give New Life To Iconic Coke Ad
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  • Bob Jeffers

    Harvey Gabor hired me for my first job in advertising at Ogilvy back in ’81! Wonderful to see this piece. Would love to get back in touch with Harvey. Do you have his email or contact info??
    –Bob Jeffers

    • Harvey Gabor

      I do remember you indeed. You and your cohort Brian used to call
      me the Bronx Bomber at Ogilvy & Mather. Love to hear from you.
      First, how old would you be now and then tell me all about what
      you’re up to

  • Eric

    You can contact him via Facebook. I am so very proud of my father.

    • Harvey Gabor

      And you won’t believe how proud I am of you and how much I love you.

  • Ann Curry Marcato

    Hi Harvey,
    I was Phil Messina’s asst producer at McCann and worked with you on Coke and NYRA. I am SO PROUD of you that you are getting the accolades you deserve today. I loved the Google video. Congratulations!