Project Re: Brief - Amil Gargano - Re-imagining Volvo, "Drive it Like You Hate it"

In 2011, Google partnered with four global brands in an advertising experiment. The goal was simple - how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers? We re-imagined and remade their most iconic ad campaigns from the 1960's and 1970's with today's technology, led by the creative legends who made these campaigns.

See how Amil Gargano, original Art Director of Volvo's "Drive it like you hate it" came out of retirement to once again re-imagine his iconic ad in a film presented by Google and directed by Doug Pray.
See how Amil Gargano, original Art Director of Volvo's "Drive it like you hate it" came out of retirement to once again re-imagine his iconic ad in a film presented by Google and directed by

• Category

  Film & Animation

[grobarUskoci]

whole google uses Apple machines for their laptops... there is no reason to only use android based devices... and from their point of view they want many iPads to use google services... so I would say its win : win for both apple and google

[Skyler Dobin]

I think this says "drive it like you love it," more than the original concept, but whatevz.

[Daniel Mierzwinski]

What separates Amil from the amateurs is his questions. "How do we tailor that for a banner!" is just not the question you should be asking.

[Grinter spencer]

The key message in 'Drive it like you hate it' talks to how much usage a Volvo can take and still run. This guys Volvo has had millions of miles and still goes, speaks to the original thought perfectly.

[ctskifreaks]

This is the New York office - I've been in it - it's awesome

[TheChannelMasterTV]

Brilliant and makes my day to watch this. Hat-tip to Google and Volvo

[ConnorLindfors]

Ahh man I want a job like that.

[KCMGMarketing]

Drive it like you hate it! That is genius... Things takes a lickin and keeps on tickin. Hahaha

[divadwf]

My thoughts exactly

[divadwf]

What I don't get is Irv obviously 'loved' his Volvo (judging from the pristine condition it's still in after 46 years) rather than hate it. So I do agree with Exit30six.

If you tell me that Irv drives like an ape on the road; or if the car had been thru like, say, 26 accidents, survived earthquakes, got broken into, survived some of the harshest snowstorms AND still survived to live the day, then the strat is kept spot on.