ToysRus used OpenAI’s Sora to create a commercial. And it looks exactly as you’d expect an AI-created commercial to look like.
However, I believe it was a smart move!
You can check the ad out below and form your own opinions on whether it’s good, bad, horrible, cringe, strange, etc. 😬
But how, ummm, “unique” the ad is isn’t the point. It’s not meant to be an ad campaign. ToysRus will likely never put a penny in media dollars behind it. It’s a PR play, pure and simple.
ToysRUs are the first major brand to jump on the Sora bandwagon and officially released an ad made by it to the public. They openly admitted that it’s hashtag#madebyAI and embraced this innovation (one of their core brand value).
Sure, it doesn’t make their brand look sleek or polished, but their mascot is a giant creepy giraffe. Sleek and polished is not their image. They are not Apple.
Beyond the look, the storytelling is also very basic… but it gets the point across.
What the ad did do well (and will continue to do), is get people talking about ToysRus again.
It also let people know that ToysRus is now available at Macy‘s. (I didn’t know that, this AI generated ad told me that! And I know that because I watched the whole damn thing since I couldn’t look away).
I honestly think it was a solid move on their end (I have a feeling this opinion will be unpopular). A better, more expensive creative wouldn’t have gotten them the press and attention this one will, and for a brand that has faced bankruptcy, and probably didn’t have a huge budget to play with, they didn’t have much to lose.
Good creative? No.
Good PR strategy? Yes.
What do you think?
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