- Bodyarmor released an unsettling, AI-generated Super Bowl ad titled “Field of Fake” featuring distorted body parts and a radioactive sports drink.
- The company aimed to position itself as offering “real hydration” versus competitors’ artificial flavors.
- But the ad has drawn criticism for its uncomfortable, dystopian imagery, crossing the line from quirky to unsettling.
- While AI-generated video is an emerging trend, Bodyarmor’s ad seems a questionable approach rather than an innovative use of the tech.
- As AI realism progresses rapidly, brands are best focused on engaging rather than repelling audiences at this early stage.
- It remains uncertain if Bodyarmor’s risky, attention-grabbing bet will pay off amid heavy Super Bowl advertising competition.
Coca-Cola-owned sports drink brand Bodyarmor has released an early version of its Super Bowl commercial using generative AI, aiming to set itself apart from competitors like Gatorade. However, the ad, titled “Field of Fake,” has drawn criticism for its unsettling imagery and questionable use of AI.
The commercial features distorted visuals of morphing body parts and a radioactive sports drink merging with an athlete’s mouth. A robotic voiceover states “Electrolytes equal mouth success” and “Artificial flavor, optimized for victory times,” while a pulsating jug of Gatorade explodes over writhing faces. Bodyarmor intended to highlight its position of offering “real hydration” versus artificial flavors used by rivals.
Kristen Rumble, Bodyarmor’s brand strategy VP, confirmed the ad was “generated using GenAI video and audio pipeline, finished with traditional VFX and supplemented with machine learning tools.” BodyArmor’s CMO Tom Gargiulo explained the thinking behind it: “What’s the opposite of real? Artificial. And what’s the first thing that comes to mind when it comes to artificial? Artificial intelligence.”
However, the commercial has drawn criticism for its uncomfortable, dystopian imagery, crossing the line from quirky to unsettling. While AI-generated ads are an emerging trend, seeking attention through nausea-inducing content seems a questionable approach. Brands like Pepperoni Hug Spot and a fictional “AI beer” have experimented with similar tech to vivid, if gimmicky effect.
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But Bodyarmor’s ad feels like an uneasy viewing experience rather than an innovative use of new technology. As AI-generated video progresses rapidly toward indistinguishable realism, early experiments in the space are best focused on engaging audiences rather than repelling them. It remains to be seen whether Bodyarmor’s risky bet pays dividends by making their brand stand out amid the Super Bowl advertising blitz.
Bodyarmor’s “Field of Fake” represents an ethical crossroads as AI-generated media enters the mainstream. While innovation should be encouraged, content must avoid crossing lines of propriety, especially for influential brands. Coca-Cola should provide guidance here as an industry leader.
Clearly the ad aims to stand out from the Super Bowl noise, but the hideous imagery creates an unsettling viewing experience rather than engaging audiences. This seems a questionable approach amid rapid AI progress – realistic forgeries could soon erode public trust. Thus brands must establish ethical creative standards now before potential public backlash.
Responsible development of AI advertising requires focusing innovation on bringing people together rather than dividing them. Brands like Coca-Cola carry cultural influence – they should lead by example upholding inclusive ideals. Otherwise dystopian AI imagery risks normalizing the demonization of “otherness” historically used to justify prejudice.
Creativity and technology can inspire society when harnessed positively. But as AI delivers new powers, guidance is needed on balancing innovation with ethical responsibility. Beyond legal compliance, Coca-Cola should consider issuing AI advertising guidelines supporting constructive creative freedom over division or offense. This represents an opportunity for principled leadership benefiting both shareholders and stakeholders.
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