McCann Japan creates first ad made by artificial intelligence in man V machine idea for Clorets

AIThe Tokyo office of McCann has created what it is claiming to be the first ad to be made by artificial intelligence.

An ad for mint candy brand Clorets Mint Tab has been creative directed by AI-CD ß, which became the first machine member of McCann Japan’s creative department at the beginning of April.

AI-CD ß produced the creative direction to communicate two product benefits – refreshens mouth immediately with one tablet and long-lasting refreshment that lasts for 10 minutes.

The artificially conceived ad is part of a campaign that pits man against machine to see who can produce the best work.

The human creative director for the campaign is Mitsuru Kuramoto, a TV and movie writer who has also written for commercials.

A country-wide poll will decide which version of the ad is best without revealing who made which execution. The two ads can be seen here:

The results will be revealed on 28 August.

Shun Matsuzaka, a creative planner behind the development of AI-CD ß, said: “The strength of AI-CD ß is that it is free of bias or habits in the way of thinking that can limit human creators. This allows it to come up with creative direction that humans would never think of. For this project, we produced a commercial that faithfully carried out AI-CD ß’s creative direction.”


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