As technology continues to evolve, one thing remains constant — great advertising is driven by great ideas. It is not the platform selected that makes a campaign successful. The TV is not what makes the TV commercial interesting. It is the message, the call-to-action, the piece of advice or the perspective that makes a brand's voice resonate.
In today's world, it's easy to get lost in exciting announcements of new gadgets, platforms and updates. Google's Project Re: Brief aims to help adjust marketers' focus from the channel back to the content being shared. It has done this through an hour-long video in which iconic, "old school" advertisers were reunited in New York to re-launch their infamous campaigns for four global brands — Coca-Cola, Volvo, Alka-Seltzer and Avis — using current technologies.
The takeaway is clear for all advertisers. It's time to start thinking creatively. Google has also done a good job of practicing what they preach. By helping advertisers everywhere to improve their campaigns through inspiring, nostalgic content, they are setting their advertising services up for greater success as well.
At the end of the day, when advertisers think creatively, the consumer, brand and marketing platform can all benefit. The consumer and brand can hold more meaningful conversations and the platforms gain user activity needed for survival. That leaves one last question — what are you going to say?