the Games for us You’re officially the number one brand to use SoraAn innovative AI model for converting text to video OpenAIfor an advertising campaign.
Specifically, the toy retailer, which returned to Macy’s stores in 2022 after closing all of its own stores in 2017 due to bankruptcy, released a 66-second ad as part of the Cannes Lions festival in France. Developed in collaboration with creative partner Native Alien, this show uses Sora to portray a young Charles Lazarus (founder of Toys ‘R’ Us) who dreams of the future. The video features scenes with the brand’s famous mascot, Jeffrey the Giraffe, and combines historical elements with fantastical dream scenes.
Kim Miller Ulko, global chief marketing officer and president of Toys ‘R’ Us Studios, emphasized the company’s commitment to innovation and nostalgic storytelling.
“Charles Lazarus was a visionary and we wanted to honor his legacy using the latest technology available.”
Advertising available On the company pagewith a shorter clip also available on YouTube.
It is worth noting that the entire project sparked mixed reactions online. While some praised the advanced AI technology, others, such as author Mike Drucker, criticized the strange implementation and reliance on AI over traditional artistic touch.
However, it is certainly interesting that AI is now starting to be used in more and more areas. For example, we recently saw a band decide to use AI to create a music video for their latest track. You can learn more about this by clicking here.
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