Lexus Driven by Intuition

Lexus’ new ad, Driven by Intuition, was written by a bespoke AI platform combining IBM Watson with other programs. The result is a little bit uncanny valley, if you ask us. Via Adweek:

The ad tells the story of a Lexus engineer putting the finishing touches on the new ES model, which then enjoys a scenic drive before being subjected to an odd and highly publicized crash test.

To be clear, in terms of copywriting and overall creative, it’s not a stellar ad. While shot beautifully and compellingly by Macdonald, the spot’s script is definitely like a Sunday drive through the uncanny valley, with disjointed ideas forming a storyline that’s less of a narrative than a series of checked boxes.

That said, it’s a worthwhile project for the industry to take a close look at. While relatively primitive in its storytelling ability, the technique shows an eerie amount of potential.

“I thought I’d be writing an ad with the assistance of AI,” says Dave Bedwood, creative partner at The&Partnership London. “Instead, it took over and wrote the whole script: a machine telling the story of a machine coming to life. A lot of other AI work to date has been interesting because of the process itself. This has been fascinating–maybe scary–because the end product is good in its own right.”

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