Svedka Vodka will make history on Sunday when it debuts the first ever Super Bowl commercial that’s made mostly from AI generated video.
Despite not having any living actors, a spokesperson for the brand Sazerac (owner of Svedka) insisted that the overall messaging is very “pro-human.”
“We always knew we were signing up for risk because a vodka ad in the Super Bowl is polarizing to a certain degree,” Sara Saunders, chief marketing officer at Sazerac, told The Hollywood Reporter. “So the rest of it was ‘we might as well create conversation.’”
Saunders said the message of the ad was really about reducing tech usage and meeting people the old fashioned way, like through dancing. This is shown through an AI-generated robot short circuiting after drinking Svedka.
“The entire idea of the campaign is that the robots have returned to remind the humans to be more human,” Saunders said. “Our message is ultimately pro-human.”
Though AI is recognized for having the ability to cut costs dramatically, which could be impactful considering how much it costs to run a Super Bowl commercial in the first place, the marketing exec insisted money wasn’t the driving force behind the AI ad.
“For us it’s never been an efficiency play, it’s been a storytelling play; that’s why we’ve always had strong hands on the keyboard,” she told THR.
The outlet noted that other Super Bowl commercials, including the “Jurassic Park” themed ad, will use AI elements, but noted that Svedka will be the first and only ad that’s almost completely created with AI.
The ad is currently available on YouTube. In it, Svedka’s robot character that was popularized over a decade ago is seen dancing with a new robot friend at a human party.
“After 12 years in sleep mode, I’m back online. And also apparently on advertising’s biggest stage,” the YouTube description says.
“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,” it concludes. “Shake your bots off with SVEDKA.”
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