Hasta La Creative!

Back in March, we wrote about McCann Erickson Japan’s introduction of AI-CD ?, the agency’s new artificially intelligent creative director. Despite some skepticism surrounding the news’ timing (around April 1), the agency insisted that AI-CD ? is for real and now you can see its first work.

McCann Erickson Japan tasked both AI-CD ? and living, breathing human creative director Mitsuru Kuramoto with creating a spot for Mondelez Japan brand Clorets Mint Tab which communicates the brand’s benefit of “instant, long-lasting refreshment that lasts for 10 minutes.” 

AI-CD ?’s ad is fairly straightforward, drawing inspiration from calligraphy.

Kuramoto, meanwhile, takes a more humorous approach. He also capitalizes on human appreciation of dogs, something an artificially intelligent creative director might not account for.

A nationwide poll asking Japanese audiences which ad they prefer is currently being conducted, so the jury is still out on this man versus machine battle, but feel free to weigh in with your own choice in the comments section.

“As a creative director myself, I have mixed feelings about this,” McCann Japan executive creative director Isamu Nakamura told The Drum. “But I am very excited to see how the public receives a commercial creatively directed by A.I. and how the battle between human and A.I. will turn out.”

Droga5 launched a new Independence Day iteration of its “This Is Wholesome” campaign for Mondelez brand Honey Maid, entitled “4 de Julio,” which follows the agency’s September effort celebrating blended families.

The new spot celebrates the Domincan Gomez family, and explores how father Arisandy, an environmental engineer, and mother, Cindy, a realtor, teach their children, and Cindy’s mother, Alesandrina about American pride and celebrate the Fourth of July. “4 de Julio” begins with Arisandy describing some of the difficulties he faced when he first immigrated to America and became a citizen, simultaneously feeling invisible and discriminated against. He and his wife go on to describe the values they pass on to their children, coupled with footage of the family’s celebration of the holiday, complete with s’mores. The spot’s message, as delivered by Cindy is that the family is made up of “normal human beings, going through struggles just like everyone else,” every bit as American as any other family. It’s a message that should almost go without saying, but in a nation where certain conservative politicians still trade in racism and xenophobia, a very necessary one.

“Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are,” said Gary Osifchin, portfolio lead, biscuits, Mondel?z International. “The Gomezes embody the resonant strength behind America’s blended and diverse culture. It is an honor to highlight their family’s experiences and traditions this Fourth of July.”

Depois de mais de década longe das prateleiras, a Mondelez trouxe a marca Oreo de volta ao Brasil no final de novembro passado. Agora, a agência Giovanni+DraftFCB estreia o primeiro comercial para marcar esse retorno.

O filme traz crianças cantando “Is This Love” do Bob Marley & the Wailers, enquanto um caminhão de Oreo chega na cidade.

A divulgação online e ações digitais serão feitas pela LOV, que já deu início ao perfil @OreoBrasil no Twitter.

Ambas as agências serão perseguidas pela sombra da excelente e premiada comunicação de Oreo que está sendo feita, de maneira consistente, no mundo pela própria DraftFCB, Wieden+Kennedy e The Martin Agency. Vamos acompanhar.

Post originalmente publicado no Brainstorm #9
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