Graphis Advertising Masters Archive
Amil Gargano and Carl Ally started an advertising agency in 1962. Their only account then was Volvo. Ally & Gargano introduced the Swedish-made Volvo with a line that would become legendary in automotive advertising: “Drive it like you hate it.” The iconic campaign features the Volvo being pushed to its limits, convincing America that the car could perform well under pressure, reliably and indefinitely.
In 2012, Google sought out to re-create four iconic advertisements for Project Re:Brief, an experiment aimed at using Google Technology to update iconic print advertisements for the digital age. One of the campaigns chosen for the project was Ally & Gargano’s “Drive it like you hate it” ad. For the update, Google recruited Irv Gordon to engage a larger target audience for Volvo.
The project concept focuses on Irv Gordon, who holds the world record for driving his 1966 Volvo P1800 for 2.9 million miles. Project Re:Brief tells Irv Gordons story with Google+ and Google Maps. Viewers are able to track Irv’s destinations as he hits his goal of 3 million miles. In real-time, Volvo enthusiasts and potential consumers are able to keep tabs on Irv Gordon’s adventures in targeted advertisements that connect digital viewers to a GPS-enabled feed of the world’s most reliable Volvo.
Project Re: Brief features Amil Gargano in its feature length film, which can be found here.