Artificial Intelligence Era in Ads: Famous Company’s Commercial Film Shot with OpenAI Sora
Artificial Intelligence Era in Ads: Famous Company’s Commercial Film Shot with OpenAI Sora
Toys R Us introduced its first AI-powered commercial with OpenAI’s Sora model. The video tells the story of founder Charles Lazarus. Here are the details!
Retail giant Toys R Us unveiled its first brand video made with OpenAI’s proprietary generative AI video model Sora. The new commercial tells the story of Toys R Us founder Charles Lazarus and features an AI-generated young Lazarus and his famous mascot Geoffrey the Giraffe.
OpenAI’s First Commercial with Sora Model
Produced by advertising agency Native Foreign using Sora, the video outlines the origin story of Toys R Us. Produced by Kim Miller Olko, head of Toys R Us Studios, and directed by Nik Kleverov, co-founder and creative director at Native Foreign, the minute-plus video premiered at the 2024 Cannes Lions Festival.
The video went from concept to final product in just a few weeks, the company said.
Nik Kleverov said on social media platform X that it was an honor to create the first brand film made with OpenAI’s Sora and thanked Toys R Us for the opportunity to lead this project. Kleverov said Sora allows for rapid innovation in the creative process and eliminates the possibility of budgets shaping stories.
OpenAI’s Sora model was released to a limited number of creators in February and is still not generally available. The company continues to work on the model to test its potential misuse and gather feedback.
Since then, OpenAI has screened five short films made entirely with Sora at the Tribeca Film Festival and produced an AI music video for musician Washed Out.
Sora, alongside other AI video models, has the potential to revolutionize the creative process. However, concerns remain that these models could lead to copyright infringement. Companies such as Runway, Luma AI, Kling and Pika Labs are also bringing text-video AI models to the public, and competition in this space is heating up.
