Fresh off yesterday’s John Hegarty-fueled high of “AI offers the democratization of opportunity to all,” the air is seeping out of the balloon.
Is 2025 the “Cannes of Reckoning” as some have suggested? Microsoft AI CEO Mustafa Suleyman defined the anticipated stages of AI as going from its current recognition and generation capabilities, evolving to accurate prediction then ultimately…execution.
Sulleyman, like many, believes tech is here to serve us. Maybe so, but the question on repeat this year is whether clients will use AI replace human creativity.
Perhaps the more vexing question is whether clients will use AI to replace the entire ad agency construct.
It has been said that with the infinite and free intelligence AI offers, comes chaos.
Apparently 12% of the Cannes submissions used AI this year. And I’ve seen the wonderful depth it brings many ideas, such as Baby Minder
But this year I can’t help but look over my shoulder.
Fave Work Today:
Cheetos – “Other Hand”
Research shows we eat Cheetos with our dominant hand. This playful campaign shows the finger fall-out that ensues, from botched plastic surgery to a pivotal missed goal. This is a big cheesy creative platform that has legs. Er, hands.
Lidl – A playful collab that resulted in killer UGC. Lidl is a French discount grocer who invited fans to invent Lidl-branded products using AI. From a sneaker drop and branded drill, to a couch and car, their audience was all in.
IKEA – “Hidden Tags”. Every IKEA product tag is dated. This contest to find the oldest IKEA piece in Portugal disproved the brand perception that IKEA products have a short lifespan. It gamified
Seize the Day Award goes to Hellmann’s mayo for “Club Classic”. They jumped on the CharliXCX Brat tour moment when Charli got social blow back for having a sandwich in a plastic bag. Hellmann’s crashed the Brat tour with limited edition branded club-sandwiches-in-bag. It got fan love and incredible traction.
Insight of the Day:
“AI democratizes opportunity.” With AI you no longer need to be a global network to compete. In fact, for the bigger players size can be an encumbrance.
Quote of the Day:
“Did your luggage arrive this year?”