The disturbing Toys ‘R’ Us advert made with Artificial Intelligence

The Toys ‘R’ Us advert has been used with Sora, the generative artificial intelligence platform.

Artificial Intelligence has arrived in the world of advertising to stay. Many brands have used the benefits of AI to carry out their advertising campaigns. Some are successful, like the Citroën campaign or the Coca-Cola typography made with AI.

Now companies are daring more. This is the case of the well-known toy store “Toys ‘R’ Us” that returns after declaring bankruptcy in 2017. And it does so with a disturbing advertisement made almost entirely with Artificial Intelligence that indicates that the technology still has a long way to go. route.

Advertising made with artificial intelligence

The Toys ‘R’ Us advert, made with artificial intelligence, celebrates the rebirth of the brand in the United States. The brand has opened new centers located in the Macy’s department store chains and its online store is operational again.

The advert was made by the Native Foreign agency and directed by Nik Kleverov. It has been made with Sora, the OpenAI tool that allows you to generate hyperrealistic videos. 80% of the material has been made with this technology.

The piece shows us a bicycle shop in the idyllic 1930s and tells the story of Charles Lazarus, the owner of the company when he was still a child. Back then, he dreamed of a magical place that would change toy stores forever.

According to director Nik Kleverov: “Just as creating with Sora unleashed my childhood creativity, telling the story of Geoffrey the Giraffe from Toys’R’Us took me right back to my childhood and filled me with nostalgia. Witnessing of the multiple nuances involved in integrating AI into the creative process was truly incredible.”

And the brand commented: “We are delighted to have worked closely with Native Foreign to push the limits of Sora, a revolutionary OpenAI technology that is making headlines around the world. The excitement of having recreated the young Charles Lazarus, “the founder of Toys’R’Us and having imagined the dreams from which the brand’s mascot would later emerge has been truly unsurpassed.”

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