AI Super Bowl Commercial Break Down!
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- Опубліковано 8 чер 2024
- Did AI just go fully mainstream at this year's Superbowl? There was certainly a strong presence within the commercials aired during Sunday Night's game, ranging from Generative AI silliness to a major Microsoft CoPilot spot.
With ad spots costing a whopping 7 million dollars for 30 seconds, there was certainly some money thrown at AI. Today, I'm taking a look at the various TV ads that were shown and breaking them down from an AI perspective.
Chapters
0:00 - Despicable Me 4 Teaser
1:42 - BodyArmor Field of Fake
3:15 - He Gets Us
5:30 - Microsoft CoPilot
5:52 - Google's AI Guided Frame
6:18 - Crowdstrike AI Security
6:58 - Etsy's AI Gift Finder
7:30 - LLMs Predict the Score - Наука та технологія
Thanks Tim! Always appreciate watching your videos.
Appreciate that! Thank you for watching!!
@@TheoreticallyMedia Do you have a surname that I can use when I am recommending this channel alongside Dave Shapiro, Matt Wolfe and Wes Roth?
apparently the jesus foot washing ad wasnt ai but a real photographer. theres a petapixel story on it i just found lmao. kind of sad that all conceptual photography from now until forever will be greeted with suspicion lol
Huh. I just tracked down the article as well-- and I gotta say...I'm sort of shocked. That said, there is still a LOT of weirdness going on in these images, and most certainly a lot of post-production work. I mean, that shot of the rollerskate guy? There's no way that's right out of camera.
Something just seems really, really off about it all. If the intent was to create a shoot that mimic'd AI, I'd say the assignment was nailed.
@@TheoreticallyMedia i mean ai is mimicking photography. ive worked on projects like this pre-ai where there just wasn't time to fix every little thing and everything was just 'good enough' on first and even second glance--something that would definitely be mistaken for an ai glitch if released today. though being on a superbowl commercial i would not have even submitted that photo of the guy in the green shirt that shit just looks strange. at least fix the shoulder, which is some kind of body horror
Thank you for the video:)
1000%!!
Great breakdown. I got the Crewsdon ref right away too. I wonder if his legal representation did? I’m still amazed that the ad agencies don’t know who to go to yet. They seem 6 months behind everyone in the community.
Oh, it'll be 100% of ALL movies in but a few years...
100% agree. I mean, a ton is already happening now, it just isn’t super noticeable. Lots of AI tech in the post production workflow as is.
I think animation is going to get hit though. I don’t think it’ll be 90% as suggested, but there certainly will be some redundant jobs very soon. I’m hopeful that the studios will see this as an excuse to move those animators into higher creative levels…
…but, also: it’s the studios.
As much as I find AI art interesting to know half the content in these ads was AI generated just feels... wrong? AI is for the little guy to use, not big corporations.
It’s naïve to think AI is not developed with the goal of fully replacing entire industries, pairing recommendation algorithms with generation algorithms is where the big money lies. Either way, the influx of AI sIob will make it nearly impossible for 99% of people to break through
There is for sure a narrative going around where these spots were ragging on AI because the Ad agencies are worried about them.
I can see it, namely in how AI is portrayed here as “fake and unauthentic”- but, at the same time, as I mentioned in the D4 segment, someone had to make it, and whoever that is has clearly spent time in the AI world.
Funny enough, next month I’m going to go over to a (smaller) ad agency to ask the staff about AI. I think it’ll probably make for an interesting video.
I mean, I can’t disagree with parts of your take. Future is fuzzy to be sure. I’d like to think we’ll have social frameworks in place if we hit that point…I hope.
On the signal to noise front? I don’t think that’ll be as much of a problem as you think it might. There will be a LOT of garbage to be sure, but there also already is.
I think we’re starting to get savvier to filtering out the low hum of bland/low effort stuff.
Oddly, I have a prediction that we may see the return of the human curator (the 2010 blogger era), where folks will find a tastemaker to find interesting stuff. And specifically not an AI recommendation system, but rather a trusted person.
Haha, so yeah…I’m predicting the return of the blogger. (Probably not in the same form, of course…)
@@TheoreticallyMedia The main problem here is the content creation time vs content consumption time ratio shifting toward content creation being shorter for the first time. The closest analogue is twitch, where only something like 0.05% of streamers can live off of it. It’s so competitive because the time ratio is almost 1 to 1, so a genius streamer producing 12h a day could theoretically have billions of people watching him, with no eyeballs for the rest, filling the demand of the market all by himself. With AI, that ratio will eventually favor consumption time significantly more than 1 to 1. I hope we have social networks strong enough for it, but those will be hit by automation as well, and we won’t be able to tell. I can’t help but think these industries will shift away from individuals towards platforms and automation farms.
A couple years ago it was all crypto, and this year brands leaned heavily into how culture dove in to AI. I think we're going to continue to see AI in commercial work, but it will become less and less noticeable, unless you're keeping up with @Theoretically Media of course.
I totally agree. It very much felt like the CryptoBowl all over again. Each new commercial I was entertaining myself wondering if/how it was going to shoehorn AI in! Hah, and you can count on me being all over it!
As I mentioned here a few months back, AI is not just ready for prime time. I can’t convince anyone to give it a shot (the films I’m doing VFX). One more thing, I was the VFX supervisor of one of the commercials you showcased and it looks like AI, but we used Maya trying to replicate the inconsistencies of AI.
Oh really, that's awesome! Which one was it? The BodyArmor one? It's funny, just thinking that was actually Maya really makes me laugh-- you guys probably had to spend a LOT of time making things look wrong!
I'd agree that it isn't quite prime time yet-- but that's also OK. Its so new that I almost would rather it develop as its own medium/form. I keep thinking back to the dawn of the MotionGfx era, like AE 1.0 (or even CoSA, if you remember that,) where designers were just messing with it and doing interesting things. Not thinking about industry standards, just making stuff to play with the vocabulary.
Primetime will come soon enough, but I don't mind taking some time getting there...That said, I do hope you find some folks willing to experiment with it for some bigger budget things! (Although Marvel kind of took it on the nose for that whole Secret Invasion Title Sequence...)
Fascinating!
im pretty sure that the He Gets Us images are actually photos edited on photoshop without generated images involved. The detailed are too coherent to be any generator.
Yup, there's a couple of articles about it on the web.
It is horrific. All the designers out there that need work and they create this clotter
They spent _what_ on _what_ ? That's all I could think! Thanks.
Right?! Staggering. And that’s JUST the ad buy. Insane.
@@TheoreticallyMedia Want to stand out from the crowd? They need to be PART of it first. 90% of the people on Discord could've regurgitated that! Unreal.
The old ai videos moved more. Now it is just pans.
This isn't quite true. People just like the subtle stuff.
Agreed. It’s always a balance between movement and stability.
Personally, I’m one that likes the really surreal stuff, but I also recognize that’s not everyone cup of tea.
I’m guessing by the end of the year we’ll see a real game changer in terms of video output.
well we are what now? month and 1/2 off from Matt's announcement of 2 or 3 years to try 2 months. :) @@TheoreticallyMedia
Youu know all of this is just leading to more job loss and shuttering of studios as more companies see this as a way to cut costs, so I don't see how this is worth celebrating.
Don’t get me wrong, I’m not celebrating any loss of jobs. I do think if given the option, studios are going to make any excuse they can to cut labor. The thing is, I think it’ll be short sighted.
There are basic jobs that AI does well, but it still often requires handholding and correction. It makes jobs a little easier, but those jobs still need to be done by a person.
That said, I do think we’re going to see upper management in full layoff mode, since they won’t understand that. Hopefully, that will be short lived.
In terms of animation and filmmaking, on a positive note, I also see all these tools being super effective for ultra small studios. At some point in the near future, you might see a 3 person crew putting out a high level film from their garage. It’ll still be a ton of work, but it will be able to be done.
👋
Heya Louis! Did you watch the game last night?
@TheoreticallyMedia
No, not a fan of most professional sports.
I do enjoy very much watching World Cup soccer tournaments though.
Yes, I'm one of those faggy soccer fans! 😉
P.S. But also a big fan of full contact fighting sports
@@LouisGedo I did a World Cup party with a bunch of Brazilians once. They had me up at 4am to watch the matches. I am not hardcore enough to do that.
@@TheoreticallyMedia
😆 🤣 😂
The rest of the world is VERY serious about the World Cup (perhaps ESPECIALLY Brazilians) ....... I wonder if America will ever catch that World Cup fever. I doubt it since we have so many other professional sports that many people are already fanatical about!