All we have to do is contemporize the subject matter, the content,' says Vim Nadera, who promotes unconventionally merging art and literature with pop culture.

Q: How does this re-telling contemporize the story?

"The market is becoming more savvy, and we wanted to contemporize our brand, enhance the customer experience and stay relevant so that it's more effective and representative of who we are in today's market," said Leif Roll, marketing vice president.

But it's clear to see what LA Reid means by "contemporize" -- it's definitely Michael Jackson but with a very modern twist.

"Over the last two years, we've been evolving our menu and communications to contemporize the brand and make it more relevant for how consumers eat today," said Charles St.

Not to contemporize these traditions, but to use dance to enhance the story instead of define it.

Some unevenness is to be expected due to the nature of the endeavor, but most of the stories--wildly various, like their predecessors-hit their mark and brilliantly contemporize themes considered decades in the past.

Lorraine Hansen, senior vice president and general manager of coffee for Kraft, says the new campaign "furthers Kraft's commitment to contemporize even the most iconic brands for a new generation of consumers." Hansen calls the refined coffee, "by far our best coffee ever."

"And in the end, ill-discipline cost us and a guy like Felipe Contemporize wasn't going to miss penalties from those distances."

"Birds Eye is the only major cross-category brand in frozen, and is looking to contemporize the frozen poultry sector with the launch of more up to date flavors.

Their mission was to tastefully contemporize a 1940s bungalow, a relic of Hollywood's Golden Era.

The use of live song, recorded sound and projected images is, again, something different, and it adds to attempts to contemporize the piece and make it more relevant to a modern audience.

"It is designed to elevate the brand and contemporize it," Lis said.