McCann Erickson Japan’s has invented an Artificial Intelligence creative director named AI-CD β. It was the first non-human Creative Director employed in to the job of Creativity. Now, AI-CD β has done its maiden Creative Work, which was converted as the TVC ad campaigns for the agencies client Mondelez.
AI-CD β has completed his first assignment for Clorets Mint Tab (Clo-Tab), a tablet-type, mint candy sold by the confectionery-maker Mondelez Japan.
AI-CD β was given the task of coming up with creative direction that would communicate the product’s benefit described as “refreshes mouth immediately with one tablet and long-lasting refreshment that lasts for 10 minutes.”
A commercial was created as part of an ad campaign that pitted a human creative director against an A.I. to see who could produce the better commercial. The human creative director chosen for this project was Mitsuru Kuramoto, a much sought-after TV writer that has also been the brain behind numerous successful ads. A nationwide poll hosted by Clorets Mint Tab will decide which creator’s ad more effectively communicates the product’s benefit.
https://youtu.be/wMQ1AHB2XhQ
https://youtu.be/8cWHxd3k4gs
Executive creative director and head of McCann’s creative department, Isamu Nakamura said: “As a creative director myself, I have mixed feelings about this. But I am very excited to see how the public receives a commercial creatively directed by A.I. and how the battle between human and A.I. will turn out.”
Viewers of the commercial are invited to visit Clorets’ “Sukkiri” Research Institute online to vote on which commercial best communicated the intended message. Which commercial was made by whom will be kept hidden until the end of voting, which will last until August 28, 2016. Results will be announced at the end of August.
