‘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 Burrow, Alex Morgan, Ronald Acuna, and Connor McDavid.
GenAI created both the commercial’s footage and audio pipeline with assistance of traditional VFX and machine learning tools.
The Bodyarmor creative team led the campaign in collaboration with Boston based Full Contact Advertising and an in-house team led by Bodyarmor Vice-President of Strategy and Creative Kristen Rumble.
The TVC dropped on owned and paid social from 5 February 2024 and was backed by paid and owned social content.
Indeed, despite the AI input, the work actually continues the brand’s umbrella ‘reality’ big idea marketing strategy as previously seen in campaigns such as October 2023’s ‘Nothing Is More Real’.
Before being overly critical of the AI generated clumsy creative aesthetic, one can only suppose that the brand’s marketing team wanted it to be transparently obvious to viewers that the entire commercial was created with AI in order to drive home its ‘real’ message.