Imagine if some of the world’s most iconic television advertising campaigns were launched today. Apple’s famous “1984” Super Bowl commercial would need to be reworked for small screens. Budweiser would bolster its “Wassup?!” commercial with an advanced targeting strategy and social media components. And Don Draper’s “I’d like to buy the world a Coke” would still be memorable, but would it work in 30, 15 or even five seconds?

Many of the “big ideas” behind legendary TV ads are universal. But, no matter how brilliant the original concept, the advertiser would still need to contend with the realities of today’s fragmented media landscape. Let’s look at a few best practices using well-known commercials from the past to illustrate the new demands on brands and their creative partners.