Toys "R" Us: AI-generated advertising film causes controversy
An AI-generated advertising film from Toys "R" Us is causing debate. Some see it as the future, others find it lifeless.
Some people like the Toys "R" Us commercial, others don't.
(Image: Toys "R" Us)
The toy company Toys "R" Us, which is reopening stores in the USA following its insolvency, has created and published a promotional film with the help of the video generator Sora. Toys "R" Us Entertainment Studio collaborated with the creative agency Native Foreign, which already has early access to Sora. The short film was also presented at the "Cannes Lions International Festival of Creativity", as reported by CNN.
The 66-second film tells the story of the young Toys 'R' Us founder Charles Lazarus. He had the vision to transform toy stores – inspired by Geoffrey the Giraffe, who is said to have appeared to him in a dream.
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According to Toys "R" Us, the commercial is the first film released by a brand that was created primarily with the help of Sora. In addition, visual effects for the correction and a self-composed soundtrack were used, as reported by CNN.
Mixed reactions
Reactions to the clip on social media were mixed: Some found it fascinating and saw it as a glimpse into the future of the film, while others found it creepy. Inconsistencies were criticized, for example in the boy's appearance: Sometimes he has freckles, sometimes he doesn't and the glasses also vary.
Some found it fitting that garbage is advertised with garbage. One person described the video as "harmful", as it "profits from plagiarized art" and takes jobs away from artists.
The toy retailer is currently exploring advertising opportunities for the AI-generated promo film, which offers a glimpse into the future of the advertising industry. According to CNN, Sora could be officially released this summer, according to rumors.
(mack)
