Project Re: Brief – Harvey Gabor – Re-imagining Coca-Cola, “Hilltop”

Project Re: Brief – Harvey Gabor – Re-imagining Coca-Cola, “Hilltop”


>>Male #1: There he is. [Laughs]>>Male #1: I got ya. You ready?>>Harvey Gabor: Yeah. Goodbye Detroit. Goodbye
big tire. Hello big apple. [Laughter]>>Harvey Gabor: Is there a job?>>Male #1: He’s got all his stuff. [Laughs]>>Male #1: Look he even brought his Cleo,
crazy man. [Music plays]>>Lyrics: I’d like to teach the world to
sing, sing with me. Perfect harmony. Perfect harmony. I’d like to buy the world a coke
and keep it company. That’s the real–>>Harvey Gabor: Bill Backer was happily drinking
Coca Cola and he penned the line, “I’d like to buy the world a Coke and keep it company.”
Sitting in an airport on a napkin he wrote it. There were two guys in England, Cook and
Greenaway who wrote a lovely melody which was so simple and it was
so beautiful. I thought that it would be interesting to do a united chorus of the world. Tepidly
they liked it; I thought it was really pretty good of course the rest is history. People
were humming it. Coke got a hundred thousand letters from people saying they loved it.
It’s matched the personality perfectly with the brand. [Music plays]>>Harvey Gabor: There’s New York. I worked
in New York from about 1964 to, God, about 20 years. I’m retired but I miss the action.
I miss the [inaudible] [Music plays]>>Harvey Gabor: Somebody said, “Are your
creative juices flowing?” I said, “Not only that, they’re the only ones.” [Laughs] [Music plays]>>Harvey Gabor: All I know of Google is the
search engine. I use it mostly for email and to look up all my aches and pains and what
I disease I think I probably have and are probably gonna die from. [Music plays]>>Harvey Gabor: I see the banners. It looks
to me like if you were in an ad agency you could do it in the morning. Have something
go, “Whoop.” And maybe “Whoop.”’ So I’m baffled. I don’t understand, and
I’m gonna find out, my problem is absolute ignorance. [Music plays] [People talking]>>Harvey Gabor: Please be seated. [Laughter]>>Harvey Gabor: I’m Harvey Gabor. I’m
one of the six grand old men of advertising.>>Female #1: When you created “Hilltop”
what was that thought? What was that one thing that you kind of said, “Okay, this is now
taken it from something that’s okay to something that’s really great?” Cause “Hilltop”
had like a real message and an insight.>>Harvey Gabor: I don’t really have that
one. I can tell you how it came about which is mostly instinctive. It talks about the
world but it really speaks to one person. I took the temerity of doing a scribble. What
would be the best way of doing it? Should I do it on the board?>>Female #1: Yeah.>>Harvey Gabor: I wanna buy the world a home
and furnish it with love. Grow apple trees, honey bees, snow white turtle doves. The most
important thing is we get enough people in here, the rest of the stuff, the doves and
all that stuff there, the real subject of “Buy the world” is the people.>>Male #2: How do you feel about instead of
showing the people is there anything to like connecting people?>>Group: Yeah!>Harvey Gabor: Keep it warm. You know better
than I do how to start connecting people. You know, how about your mother-in-law? I
don’t know it wouldn’t be her but how would you connect the video, you’d just
literally put two people together?>>Male #3: Because it’s done at scale and
because it’s done at real time you can say, “Wouldn’t it be nice?” and then you
can show how many people are connecting every second, every minute and you can show this
beautiful spider of it starts with one person who connects with his boss who connects with
his mailman and it grows and grows and grows.>>Harvey Gabor: You gave it another tier now. [Music plays]>>Harvey Gabor: Hi.>>Male #4: Good morning. [Music plays]>>Male #4: If you were consuming and interacting
with my brand and my content on a tablet the things you would expect the app to do would
be slightly different than what you would expect on a laptop and on a phone. And based
on the device I also know a little bit about what kind of environment you might be in.>>Harvey Gabor: That’s hard for me to grasp.>>Male #5: A mobile app finds you at the right
time at the right place and is personally interactive.>>Harvey Gabor: Wow, very cool. Yeah.>>Male #5: Yeah. So I would love to see how
we can harness such a interactive moments into some of the ad campaigns that we’re
thinking about.>>Harvey Gabor: Right. It’s really fun. [Laughs] [Music plays]>>Male #4: The point is if a man who barely
understands what internet is can come in, sit with us for 48 hours, play with the iPad
for the first time ever and then come up with an idea of how his work from 40 years ago
is gonna be translated into a display and still make sense and actually advance the
idea, I mean, that’s fascinating.>>Male #2: Okay, so let’s, let’s start
over.>>Female #1: Okay so maybe let’s focus on
this.>>Harvey Gabor: The first thing which most
creative people would deny is a little bit insecurity and fear. And that can make you
work a little harder because you’ve gotta present stuff to the client. My own impetus
is a little bit of insecurity, “Can you do it champ?” and it makes the neurotic
part of me makes you work much harder. Maybe it’s even a super?>>Male #2: Yes.>>Harvey Gabor: I don’t have a particular
way of working, I agree the strategy, do all the research; it’s a stream of consciousness,
etcetera, etcetera. What inspires me is to recreate the feeling you get when you think
you’ve nailed the creator project. There’s a rush. The creative moment that’s instantaneous
and it’s the greatest feeling in the world. You’rein “flow” they call it. Eight? [Laughter]>>Harvey Gabor: We’re in flow with it, we’re
just fine. [Laughter]>>Male #2: Alright!>>Harvey Gabor: That’s great. If you’re
working with a partner, you say something, he hits the ball back, he gets excited and
pretty soon you have something on the table that the world never saw before.>>Male #2: Harvey and Matt. Matt’s in Paris,
Harvey’s on his computer in New York City and when you click this banner this comes
out.>>Harvey Gabor: You can do that?>>Male #2: We can do this.>>Harvey Gabor: That’s very good. [Music plays] [Applause]>>Harvey Gabor: Oh my God! Oh my God! For
moi? [Laughter]>>Harvey Gabor: Holy cow.>>Female #1: Harvey, I wanted to introduce
you to Jackie.>>Jackie: Hi Harvey I’m Jackie from Coca-Cola.>>Harvey Gabor: Jackie, nice to see you, I’ve
heard a lot about you, nice to meet you.>>Jackie: I’ve heard a lot more about you
than you probably heard about me. [Laughter]>>Harvey Gabor: Thank you. Well, 40 years
ago, Bill Backer and myself had a wish and the wish would be to buy the world a Coke.
So 40 long years have passed and I’ve lived long enough to know that now we can deliver
that pitch tomorrow.>>Harvey Gabor: {singing] I wanna buy the
world a Coke and furnish it with love. Grow apple trees and honey bees and snow
white turtle doves.>>Harvey Gabor: You know what a 125 year old
soft drink needs? Bang! Click! Bang! Click! A little magic.>>Female #1: This will be, not only on a banner
on the internet, but also we will have a functioning vending machine that is synced with the internet.
You pick where you want to send it and all the way across the world the Coke will come
out of the machine with a message with who it is from.>>Harvey Gabor: We’re actually sending the
Coke to Paris. From my generation that’s absolutely science fiction.>>Male #7: I’d love to hear your thoughts,
your comments, anything, any feedback.>>Jackie: I mean, to be honest it’s really
overwhelming to hear you, Harvey, kind of take something that’s so iconic that you created
and bring it to life in such a modern way. I love that you didn’t touch the song and
you kept it exactly as it was. That’s how it should be. I mean, it’s wonderful, it’s
beautiful.>>Male #2: Do you think this is something,
from our standpoint, that we should move forward and try and make it happen?>>Jackie: Absolutely it’s an idea that can
move forward.>>Harvey Gabor: Thank you.>>Female #1: It was good.>>Harvey Gabor: It was very good.>>Female #1: It was so good. [Music plays]>>Harvey Gabor: I can’t believe it, disbelief. [Laughter] [Music plays]>>Female #3: What up Buenos Aires? Hope you
enjoy your Coke!>>Female #4: Hello Argentina! Here’s a small gift from me. I’m Nelly from Cape
Town, Bye!>>Male #8: Nelly from Cape Town a kiss from
Buenos Aires. I hope you have a great time as I am having. [Music plays] [Kids yelling]>>Female #5: Oh my God that’s so great! [Laughter]>>Harvey Gabor: What Google did was very creative.
They said, “What would happen if we married the best of the old and the best of the new?”
No one ever did that before. [laughing]>>Harvey Gabor: It’s still pretty good.

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