The new wave of propaganda has arrived: generative artificial intelligence is replacing the human and creating this campaign
The future of advertising is now: Generative AI drives the creation of this campaign, leaving the human behind. David + Martin is breaking down creative barriers with its AI-driven iced tea campaign
It’s vibrant, liberating, and could be the brainchild of the company’s marketing team. but not. David + Martin decided to try generative AI To create this campaign about rauch iced tea. Under the slogan “Silly fruitsDavid + Martin entrusted all steps of development to AI and found new creative potential in the process.
This approach requires A client willing to take creative risksAnd Rauch-Este was definitely the right choice. The campaign emphasizes the use of real fruit juice as an ingredient and they try to show it that way. Use programs like Midjourney and stable spread.
In the campaign is amplified under the slogan «excess fruitIts main objective You reach Generation Z With colorful and evocative photos. The campaign’s creators joke about some AI bugs, such as the winged dolphin with three eyes.
“The dolphin got a third eye for a few AI frames, but we found exactly this undistorted digital ‘roughness’ exciting, especially for the young target group. Not everything can be perfect. Or as Bob Ross puts it: We don’t make mistakes, just happy little accidentsThey confirm from the company in the statements he collects horizont.net.
The future is now: AI can change the role of marketers
It’s no secret that experiments with generative AI are highly valued these days. With the Rauch Eistee campaign, Creative agency David + Martin is taking the next evolutionary step. Here, generative AI has been applied to every aspect of the campaign, from hype to music, voiceovers, and scripts.
Pepe Chamorro, Director of Globant Create, confirmed that «Artificial intelligence allows us to be more efficient and fasterIn an interview with MarketingDirecto.com. Despite these positive words, Many fear that artificial intelligence will change the role of marketers It ends up replacing professionals.
39% of marketers admit that they don’t know how to use AI 100% safely. Creative Art Director Luca Drisch points out that they now face a real challenge when using AI for creativity, particularly in terms of brand language.
Another negative point of this technology is false information. The European Commission demands transparency And ask companies Content tag generated by artificial intelligence To avoid deepfakes.
According to Andreas Daum, the use of artificial intelligence has revolutionized both creative possibilities and the time factor. Thanks to this new approach, they were able to get their first “raw” cuts in just five days after the job board was approved. This achievement allowed them to develop a campaign if it continued Traditional methods, require significantly more time and resources.
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