In Project Re: Brief, we selected four of the most iconic commercials of all time, and asked the legendary creatives behind them to re-imagine them for the digital age. The original commercial depicted a heartburn stricken, middle-aged man, who said a memorable line - “I can’t believe I ate the whole thing." The re-imagined ads bring back Ralph and his famous line, via 1970s sitcom-style episodes that tell the story of “The day Ralph ate the whole thing.”
The Building Blocks
To give each viewer a different experience, we create custom videos on the fly, tailored to the viewer’s environment. In the morning, a user sees Ralph’s breakfast incident, while in the evening, the dinner story is shown. The location of each episode is tailored to the user’s location through Google’s Street View, while weather data is used to create similar weather conditions to the viewer’s location. When the ad is seen on YouTube, Ralph’s TV plays the same video as the user.
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Cross-MediaAudio Stitching
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DisplayDoubleClick Studio
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Geo APIsGoogle Maps
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MobileAdMob
Mobile Ads
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SearchDynamic Search Ads
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SocialGoogle+ for Business
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VideoYouTube
Video Stitching
The Votes
The Details
- Agency
- Brand
- Targeted Regions
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- North America
- Marketing Objective
- Launch Date
- April 16, 2012
The Team
- Johannes Leonardo johannesleonardo.com
- Jan Jacobs, Co-Founder
- Leo Premutico, Co-Founder
- Alex Romans, Senior Creative
- Ben Clare, Senior Creative
- Steven McElligot, Senior Creative
- Jerome Marucci, Senior Creative
- Emmie Nostitz, Creative
- Sandra Nicholas, Creative
- Harv Bains, Creative
- Julie Matheny, Creative
- Paul Caiozzo, Creative
- Andrea Gustafson, Head of Design
- Isaac Weeber, Designer
- Jenny Gadd, Head of Integrated Production
- Aaron Royer, Executive Producer
- James Young, Digital Producer
- Floyd Russ, Producer
- Dean Rubinstein, Account Team
- Carter Collins, Account Team
- Emily Hoyle, Account Team
- Grow Interactive www.thisisgrow.com
- Drew Ungvarsky, Creative Director and CEO
- Matt Clack, Senior Art Director
- Joe Branton, Design Director
- Jarrett Beeler, Producer
- Sonya Parker, Producer
- Michael Rose, Producer
- Eric Green, Account Director
- Jason Levesque, Animator/Designer
- Josh Newton, Animator/Designer
- Ricky Williams, Developer
- Chris Gammon, Developer
- Gabe Molochko, Developer
- Jeff Penano, Developer
- Darius Pilapil, Developer
- Zach Young, Developer
- Matt Campbell, Developer
The Stats
- 210 Possible Locations
- 100K project impressions
- 839K Possible Unique Videos
The Results
The content in the ad varies based on the context of website, mobile app, or the interests of the viewer. The viewer can interact with Ralph, and alter the story. For example, contents of Ralph’s parcel in the lunch episode are based on the viewer’s interest - ranging from cutlery set to video games. Viewers can call Ralph from their phone, and speak with him directly in the display ad. The character roles, jobs and dialogs are personalized to the viewer, ultimately making the stories more relatable.
