• by Laurie Sullivan  @lauriesullivan, May 25, 2011

Google has been testing a feature in Gmail that allows senders to undo an email. The "Undo Send" feature, which users can find through Gmail Labs and activate in Gmail, un-sends emails within the first few seconds after they have been sent. Gmail then deposits the unsent email in the Draft folder.

Keith Olwell, the founder of The Proton, a digital ad agency that runs like a production company, said his company has created a video spot Google will use when the Gmail Undo tool goes live. No word from Google on a release date.

Olwell, a movie editor by trade, said The Proton "staffs out directors and writers" as needed, working like a production company to create something unique for brands. For Google Gmail's Undo feature, The Proton created a comedy piece, a short video highlighting someone desperately trying to unsend an email.

The video for the Gmail Undo feature isn't the first spot The Proton did for Google. In fact, it's one of several. The spots -- Love at First Bite,Healthy Habits,  -- tell the story through Google's interface. "You're in the product the entire time, and you can see people's reactions to how they use the tools," Olwell said. "These three are dead on for how the brand works."

The first, "Love at First Bite," highlights a story of two souls finding each other in the big city, with the help of Google search tools in Android-powered smart phones. Olwell said Google uses the three videos at conferences and client meetings.

The Proton, an advertising agency supporting other agencies and brands, also works with Yale University, and SETI Institute, which supports the search for extraterrestrial life.