I’m already over this move to AI-generated advertisements… and they’re just really getting started.
It’s safe to say that the era of artificial intelligence is officially upon us. We’ve got AI infiltrating the music industry, and we’ve got AI-generated commercials all over. Just last night, I was watching TV and there were two ads that popped up during one commercial break that both openly shared (in tiny text at the bottom of the screen) that they were made using artificial intelligence.
Is this just how it’s going to be from here on out?
Seems like a pretty sad existence to me. Companies are going to try and take every shortcut they can, yet still get the word out about their products, and we’re going to be left to comb through the AI slop on our screens. The only way to stop it is to push back against organizations using AI… and I’ve got a feeling that Svedka Vodka is going to get plenty of push back after their Super Bowl ad officially airs during the “Big Game.”
If you are wondering how much commercials are going for during Super Bowl 60, AdWeek is reporting that a 30-second ad is going for somewhere around $8 million. That’s a whole lot of moolah for half a minute, and of course, that doesn’t include the million it may take to conceptualize, produce, shoot and edit the spot, but organizations know that millions upon millions of people will be watching. Plus, the Super Bowl is one of the only times where ads are typically just as looked forward to as the game itself, so it’s undoubtedly a huge opportunity for advertisers.
A well-executed Super Bowl ad can go a long way. On the flip side, one that “mails it in” can have more of a negative impact than a positive one. And I’ve got a feeling that Super Bowl watchers aren’t going to be thrilled with what Svedka worked up for their “Big Game” ad. Why? Because they didn’t really work anything up at all… AI did. In fact, it’s the first ever AI-generated Super Bowl ad.
Their “Shake Your Bots Off” spot is meant to let people know the power of disconnecting. Svedka Vodka is encouraging people to unplug, get out there, and have fun. The only ironic part is that the ad and its messaging were made almost entirely by AI:
“My agenda is simple: More fun. More dancing. More human connection. More cocktails. Leave your texts on read. Mute your notifications. Stretch out your tech neck. The future isn’t going anywhere (I know, I’ve been there). Neither is your phone. It’s hard to worry about tomorrow when you’re getting “super freaky” on the dance floor. Join me. Shake your bots off with SVEDKA.”
An ad made primarily by technology telling consumers to put technology down? Seems like Svedka could have heeded their own message, put AI down, and hired some actual people to make what could have been a heartfelt commercial. Would an ad with real people dancing and drinking and not having their noses in their phones been a bit on the nose itself? Probably. But it still would have went over a heck of a lot better than this.
