McCann Erickson Japan develops first ever commercial directed by the world's first artificial intelligent CD pitting it against a human CD

Clorets.jpgHere's an interesting experiment from McCann Erickson Japan.

The agency has completed the first-ever commercial creatively directed by AI-CD ß, the world's first artificial intelligent (A.I.) creative director that joined McCann Erickson Japan on April 1 of this year. Everybody thought this was an April Fool's joke, but this was denied by the agency.

AI-CD ß's first assignment was for Clorets Mint Tab, a tablet-type, mint candy sold by the confectionery-maker Mondelez Japan. The A.I. was given the task of coming up with creative direction that would communicate the product's benefit described as "refreshens mouth immediately with one tablet; long-lasting refreshment that lasts for 10 minutes." The commercial was created as part of an ad campaign that pitted a human creator against an A.I. one to see which can produce the better commercial. The human creative director chosen for this project was Mitsuru Kuramoto, a much sought-after TV writer that has also been the brain behind numerous successful ads. A nationwide poll hosted by Clorets Mint Tab will decide which creator's ad more effectively communicates the product's benefit.

VIEW SPOT ONE
VIEW SPOT TWO
A1 CD 1.jpgA1 CD 2.jpgShun Matsuzaka, a creative planner that led the development of AI-CD ß, had this to say about the project, "The strength of AI-CD ß is that it is free of bias or habits in the way of thinking that can limit human creators. This allows it to come up with creative direction that humans would never think of. For this project, we produced a commercial that faithfully carried out AI-CD ß's creative direction."

Executive creative director and head of McCann's creative department, Isamu Nakamura, gave the following comment, "As a creative director myself, I have mixed feelings about this. 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."

3 Comments

Confused said:

When both ads are crap, who cares who made it?

Truth said:

I know several CDs that would make good robots.

Charles said:

I reckon a robot CEO would be much more effective.

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