Coca-Cola has also learned that the use of AI is a sensitive topic for creatives and the public alike, as people worry about the impact the technology could have on their livelihoods.
4. Toys’R’Us
AI’s big moment
In June, the toy retailer launched its AI-generated “The Origin of Toys ‘R’ Us” ad, featuring a child version of its late founder Charles Lazarus.
The brand’s production arm, Toys ‘R’ Us Studios, and creative agency Native Foreign used OpenAI’s text-to-video conversion tool, Sora, to depict Lazarus as a child with the company’s mascot , Geoffrey the giraffe. The commercial is the first branded film using AI software.
It also used corrective visual effects and an original musical score.
What happened next?
Toys ‘R’ Us’ advert received mixed reactions, with some users on X to like that, others not so much.
AI videographer Allen T. pointed out the discrepancies in the depictions of Lazarus throughout the commercial. “The hands still need work,” he says. wrote in a post.
Lessons learned
Native Foreign Chief Creative Officer (CCO) Nik Kleverov said Sora enabled the team to “tell this incredible story with remarkable speed and efficiency” in just a few weeks.
By The Wall Street JournalMiller Olko said advertising was less expensive, less time-consuming and less labor-intensive than without AI.
“It was a test. I think it was a success,” she said, according to NBC News. “I think there was a lot of learning. If the opportunity presents itself again and it suits us, we will use it, but it’s just one of many things we would do.
5. Pedigree
