Diana Bradley
Jun 27, 2024

What vibes is the Toys 'R' Us AI ad giving you?

The toy brand's short film, which premiered at Cannes and was created almost entirely on OpenAI’s new text-to-video tool, has sparked online backlash from creatives.

What vibes is the Toys 'R' Us AI ad giving you?

Toys “R” Us, the revived toy retailer, is the first brand to premier a one-minute brand film created using OpenAI’s text-to-video tool, Sora. Developed by OpenAI, the company behind ChatGPT, Sora generates videos based on text prompts.

The ad tells the origin story of Toys “R” Us founder Charles Lazarus and features its mascot, Geoffrey the Giraffe, coming to him in a dream. While the animation aims for a hyper-realistic 3D style reminiscent of films like “The Polar Express,” some viewers find it unsettling, akin to a surreal fever dream.

The brand’s entertainment production arm Toys “R” Us Studios partnered with Emmy-nominated creative agency Native Foreign to create the one-minute film.

Despite using an advanced version of Sora AI that is not yet accessible to the public, the spot has all the trademark of an offbeat artificially generated video. On social media, some creatives are questioning how the ad was approved, stating that it lacks imagination and calling it “bland and soulless.” Others are excited about the ad and looking forward to seeing what else generative AI can achieve. 

Toys"R"Us produced an AI fueled “brand film” using Generative AI video platform, Sora

It’s not quite there…

But think about where things will be a year from now. Or how about three?

The pioneers take the arrows… pic.twitter.com/hb5RPmEkBw

— David (@armano) June 26, 2024

What is your take on the toy retailer’s new ad? Are you apprehensive that AI will potentially displace positions in acting, writing, design and production? Leave your comments via the feedback button below.  

Editor's note: The story has been altered by Campaign Asia-Pacific. The original PRWeek story can be read here


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