If you are a sports marketer convinced that AI will only affect those in roles like data and media and that it won’t really affect creatives because you believe that truly original ideas, beautiful artistic executions and finely crafted copy are the sole preserve of the human mind, skill and spirit….then you may need to… Continue reading AI Gets Creative
Tag: AI
Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)
Every year millions of Americans fill out March Madness brackets and very, very few get them right. So Pepsi chose to leverage the 2024 college hoops tournament by seeing whether AI could do a better job…..Allen Iverson that is. This integrated, bracket led campaign both pokes fun at the lengths people go to in order… Continue reading Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)
Bodyarmor’s ‘Field Of Fake’ Big Game Campaign Jumps On AI Generated Ad Bandwagon
‘Field of Fake’ is the title of sports drink Bodyarmor’s comic, AI-generated Super Bowl 58 spot which spearheads a Big Game marketing burst aimed at driving home the brand message that there’s no substitute for reality in sports. The hero 30-second commercial stars a strong line-up of football stars: including Christian McCaffrey, CeeDee Lamb, Joe… Continue reading Bodyarmor’s ‘Field Of Fake’ Big Game Campaign Jumps On AI Generated Ad Bandwagon
Arsenal Women Promote New Partnership With AI Innovator ABBYY Via ‘Game Changers’ Campaign
In early September Arsenal Women unveiled a fresh partnership with AI innovator ABBYY and promoted the new digital-first Game Changers campaign. Unveiled on 7 September, Arsenal announced intelligent automation company ABBYY as the ‘Official Intelligent Automation Partner of Arsenal Women’ in a multi-year partnership which will see the club and company work together to… Continue reading Arsenal Women Promote New Partnership With AI Innovator ABBYY Via ‘Game Changers’ Campaign
Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’
Under Armour leveraged artificial intelligence (AI) and human insights to take the classic pre-game hype speech to the next level for a global brand campaign called ‘The Ultimate Team Talk’ which blended new tech with insights from elite soccer stars like Trent Alexander-Arnold and Antonio Rüdiger. According to the advertiser, the script was crafted… Continue reading Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’
Cadbury, Wavemaker & Ogilvy Launch Campaign In Support Of The Matildas & Women’s Sport
Cadbury Australia, a proud supporter of the Matildas, highlighted its commitment to Soccer Australia and women’s sport ahead of the FIFA 2023 Women’s World Cup with a kick-off campaign called ‘Cheer and a Half’ which aims to help fans celebrate female athletes – young amateurs and elite professionals – in all the ways the world’s… Continue reading Cadbury, Wavemaker & Ogilvy Launch Campaign In Support Of The Matildas & Women’s Sport
The North Face Uses AI To Turn Recent ‘100 Reasons’ Campaign Into ‘10,000 Reasons’
July saw The North Face and agency FRED & FARID Shanghai continue to leverage the post-Covid opening up in China with a campaign titled ‘TNF10000 Reasons To Get Back To Trail’ which used AI (ChatGPT and Midjourney) to rework its earlier ‘100 Reasons’ initiative aimed at reigniting the national spirit of outdoor exploration. Following… Continue reading The North Face Uses AI To Turn Recent ‘100 Reasons’ Campaign Into ‘10,000 Reasons’
LGPA ‘In Her Head’ Immersive Virtual & Experiential Installation Highlights Female Golfer Pressures
The Ladies Professional Golf Association (LPGA), the US governing body for female golfers which runs the LPGA Tour, teamed up with agency Accenture Song (in collaboration with partner Early Spring) on an immersive virtual initiative exploring the intense pressures on women golfers called ‘In Her Head’. The project initially seems to be an immersive, virtual… Continue reading LGPA ‘In Her Head’ Immersive Virtual & Experiential Installation Highlights Female Golfer Pressures
Michelob Ultra AI-Driven ‘Dreamcaster’ Helps Sight-Impaired Fans Experience The Thrill Of The NBA
In April, Cameron Black became the first blind journalist to commentate on a live game during the NBA Playoffs through Michelob Ultra’s ‘Dreamcaster’ platform which features AI-driven technology which mixes real-time sounds, vibrations and braille data to create a vivid sensory experience for the vision impaired. For Game 3 of the East’s New York Knicks vs… Continue reading Michelob Ultra AI-Driven ‘Dreamcaster’ Helps Sight-Impaired Fans Experience The Thrill Of The NBA
Netflix Leverages FIFA World Cup Meme Via ‘Bobot’ Tool Showing What Wout Weghorst Watches
March saw Netflix roll out a comic, soccer-themed campaign called ‘Bobot’ in Argentina in March which leveraged one of the FIFA 2023 Men’s World Cup memes based on an on-pitch verbal spat between Lionel Messi and Dutch striker Wout Weghorst During the dramatic match between Argentina and The Netherlands footage captured Messi mocking Weghorst… Continue reading Netflix Leverages FIFA World Cup Meme Via ‘Bobot’ Tool Showing What Wout Weghorst Watches
Sweden’s Oddset Uses AI To Create ‘Dreams Of Europe’ Audio Commentary Campaign
Based on the insight that fans often dream about their team making it the final, Sweden’s Oddset used artificial intelligence (AI) to generate dream football commentary for sleeping soccer supporters in an audio campaign called ‘Dreams Of Europe’. The marketing initiative leveraged spiking Swedish soccer interest around the annual Swedish Cup tournament – a… Continue reading Sweden’s Oddset Uses AI To Create ‘Dreams Of Europe’ Audio Commentary Campaign
Belgian Newspaper De Morgen Deploys AI To Create ‘Dream World Cup Final’
Working with Brussels-based creative agency mortierbrigade, leading Belgium newspaper De Morgan offered a critique of the 2022 FIFA Men’s World Cup tournament with a marketing initiative called ‘Dream World Cup Final’ which championed everything and everyone fans were not allowed to see during the tournament’s showpiece event. The campaign footage featured representatives of all… Continue reading Belgian Newspaper De Morgen Deploys AI To Create ‘Dream World Cup Final’
