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."

Launch the campaign
Published
June 2012
Topics

The Story

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."

To give each viewer a different experience, we created 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.

The Technology

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 a cutlery set to videogames. 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.

210

Possible Locations

100K

project impressions

839K

Possible Unique Videos

Launch Date April 16, 2012