burger king’s “ai” TV campaign…


Burger King revealed several new TV spots that say they were “created by artificial intelligence”.

Via AdAge – “The brand’s statement claims that BK “decided to use high-end computing resources and big data to train an artificial neural network with advanced pattern recognition capabilities by analyzing thousands of fast-food commercials and competitive reports from industry research.” Burger King goes so far as to say that more than 300 commercials were created and tested in focus groups and says the ads will be the first ones created by an A.I. to air on national TV.”

But in reality, Burger King says it’s actually work done by real creatives, mocking the excitement around technology like AI.

According to BK, “we need to avoid getting lost in the sea of technology innovation and buzzwords and forget what really matters. And that’s the idea,” Marcelo Pascoa, Burger King’s global head of brand marketing, tells Ad Age in an emailed statement complete with the word “idea” in all caps. “Artificial intelligence is not a substitute for a great creative idea coming from a real person.”

Why it’s hot:

Is Burger King right here?

The spots they have created feel they could have been generated by even some primitive artificial intelligence. Japan’s “AI Creative Director” was more than a year ago, and its work was actually not far off from what you’d expect from a real creative. There seems to be a point missing here that AI is not meant to replace people, but to help people. Attempting to make a joke about the enthusiasm around technology, it seems Burger King might have actually shown us a glimpse at advertising’s future.

[Source]

kia’s anti-commercial, commercial…


Knowing that no one likes to watch commercials, Kia in Europe created the anti-commercial, commercial. Buying the last spot of each commercial break, it’s 30-second ad consisted entirely of a countdown to when your programming would come back on, alongside the message “always brake in time thanks to the autonomous emergency brake system”. It was both an ad for its latest innovation, and a functional instruction that helped people know when to hit play again.

Why it’s hot:

First, they used the very traditional TV medium in an outside-the-box way. Rather than fighting a behavior, Kia brilliantly used it not just as a brand advertisement, but an opportunity to promote a specific innovation of its car. Plus, they didn’t just promote the car, they also helped people – so even if the Niro isn’t for you, you may remember Kia just by what it did.

Bonus – Google is working on Waze for the Subway. So, that’s cool too.

[Source]

FOX Sports and NFL Testing 6 Second Commercials

A new kind of advertising is coming to N.F.L. games and other programs on Fox Sports this fall: the six-second television commercial.

The ads will be placed inside the usual commercial blocks of standard 15- to 30-second ads, but also during shorter breaks between plays. FOX first tested the format on its broadcast of the Teen Choice Awards in mid-August.

“When the six-second ads are placed in unique positions, it has the potential to gain even more attention than a traditional unit,” FOX Sports president Eric Shanks told Sapna Mahewshwari of the New York Times.

As applied to NFL games, this could happen when officials are huddling to determine a ruling on the field and during the replay review process. It also could happen during short time outs taken by a team not to regroup but to simply stop the clock.

VIDEO EXAMPLE — scroll down within article to see video example

Why it’s HOT:

People are tired of the legacy TV commercial formats and have shown they aren’t capturing the attention they once were. Mobile devices, DVR’s, and other technologies have made it easier for people to turn their attention elsewhere. Time will tell whether or not the six-second ad is effective but at least networks and marketers are showing signs of a willingness to innovate and try something new.

Joe Marchese, Fox Networks Group’s president of advertising revenue, said the format was an important step forward for the company and its advertising partners.

“We have already been collaborating with brands and agencies that understand the need to evolve the model. They are the ones that are going to receive the prime attention and get ahead, leaving behind those that try to make everything fit a legacy TV-buying model.”

Genius Back To School Campaign!

“Ziploc gives a twist to the traditional back-to-school ad with a campaign in which the “kids” are actually played by animals. A series of spots entitled “Little Beasts,” by Energy BBDO, show adults playing the teachers and parents, while “beasts” like llamas, monkeys and goats play the students. All the ads carry the endling: “Kids are a trip. Pack accordingly.” – Alexandra Jardine

ENJOY!

Why It’s Hot

Because what’s funnier than commercials with animals! These ads are captivating and hilarious. I love how this ad targets both parents and children at the same time to tie in the theme of back to school. I think this was a great idea for Ziploc and is socially shareable.

Brands Utilize YouTube Stars

Image

Noah Ritter (age 5) is a YouTube star, known as ‘apparently kid,’ after his first appearance in an interview on live TV, in which he excessively used the word ‘apparently.’ The apparently kid is extremely cute and entertaining to watch. His Youtube video has 15,602,671 views currently and he is among so many YouTube stars (such as Bat Dad) who have immense followings. This 5-year-old recently landed a commercial for Freshpet pet food in which he continues to use his catch phrase while also promoting the brand.
Why It’s Hot?
Not only is the apparently kid hilarious and adorable, but this sparked my interest because it shows how a brand is capitalizing on a YouTube stars who has existing followers and fan base. This summer we had a brainstorm about potentially utilizing YouTube stars for FiOS. The team discussed how it would be done and how the star would be chosen. The concerns mentioned in the brainstorm was that the YouTube stars would not want to promote FiOS and that it could be overtly branded, rendering it ineffective. It is interesting to see how Freshpet approached this and used the apparently kid in their commercial. YouTube stars are a new version of celebrities and I wonder whether or not more brands will follow and utilize YouTube stars and in what ways.