Toys “R” Us has released a video advertisement created almost entirely by generative artificial intelligence.
This marks a first among the large corporations/ brands in using AI for mainstream commercial , video advertising.
The Ad depicts Toys “R” Us’s late founder, Charles Lazarus, as a child who dreams of a toy store and Geoffrey the Giraffe, the store’s brand mascot.
It was made using Sora, an OpenAI tool that converts text to video and that hasn’t yet been released to the public.
Native Foreign, was the production company that partnered with Toys “R” Us on the ad reports the Wall Street Journal
Each shot or frame was generated by giving Sora several paragraphs of instructions. Sora completed 80% to 85% of the work before the agency went in to make finishing touches.
The Ad contains imperfections. But it points to the future .
Now the question of inward movement of core creative duties within the four walls of an enterprise becomes even more critical.
Anyone who is looking for creative answers from agencies alone is headed in the wrong direction and looking for fool’s gold.
Annurag Batra Prasad Sangameshwaran Delshad Irani Sonali Krishna Sreekant Khandekar Raahil Chopra Bijoya A Ghosh