Piotr Bombol on LinkedIn: The famous AI “Volvo” video below? Everybody wants to know more about it… (2024)

You are 30 seconds away from the best marketing insights. This is how long it takes from the start of registration to full results in adaily. Sounds good? Time has never been a more precious resource.I know it too well. I have worked 10 years in advertising, both in network agencies and running my own agency.In advertising, you don't finish working on one pitch to start the next. Clients expect countless changes, and your teammates are on holidays. You need to handle award submissions, internal projects, and remember to time sheet everything. Plus, find time to do a deep dive into a new client category in half a day.That's a lot, right?We've got your back.We have added a new daily access option to our platform. You can see in the video where I sign up, finish payment, and jump straight to the app. In just 30 seconds from start to search results.One-time payment grants you 24-hour access. No commitment. For just $5, you can explore 3,500 award-winning ads, including 500 Cannes Lions winners from 2024. And you can do it with great convenience, filtering by award level and category.Not to mention our top-notch context-based search that enables you to discover campaigns through non-standard queries. Like "campaigns with strong women," "what young people get but adults don't," "funny ways to talk about serious situations."We are currently the only place across the web to offer that solution.So if you want to experience a completely new way of doing marketing research, don't wait.It costs around the same as one Starbucks coffee but will keep you fueled for 24 hours. We hope you come back for more.

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Start your week with a dose of great ads with Adaily Inspiration. Presenting 5 awarded electric vehicle (EV) campaigns. Full details below👇## PSA: 500 Cannes 2024 winners with FULL details are available in adaily! ##1. “Plug-Inn” - Renault (Publicis Conseil Paris, 🇫🇷)Renault did Plug Inn, a campaign connecting electric car drivers to private charging station owners, using the twist of turning every village in France into an electric village.2. “Electric Air” - Hyundai (Innocean Worldwide Australia, 🇦🇺)Hyundai did a campaign called Hyundai Electric Air using a unique surf competition format to engage with the surfing community and promote their electric credentials.3. “Sans Émission” - Volkswagen (VML Toronto, 🇨🇦)Volkswagen did a TV special with comedian Pier-Luc Funk on Noovo during overnight hours, calling it "Sans Émission" to promote the ID.4.4. “Vehicle Of Change” - Vattenfall (Nord DDB Stockholm, 🇸🇪)Vattenfall did a campaign showcasing the first truly fossil free vehicle, partnering with CAKE and emphasizing radical transparency.5. “iJack” - BMW (Serviceplan Middle East Dubai, 🇦🇪)BMW iJack disrupted the EV market by turning Google Maps into virtual showrooms, photobombing all public charging stations in Dubai with their electric cars.For full details of these campaigns, including the challenge, target group, idea, results, and links to the case studies, visit our Substack (link in the comments)!

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You know what I love most about the AI era we live in? That everybody can bring to life any idea they imagine. Just like this AI concept ad for McDonald's.This video was made by Meta Puppet, an online creator, award-winning video editor, and screenwriter. Recently, he has started exploring generative AI capabilities. The video below is a concept ad he made for McDonald's and shared on X.Having worked with the brand as a strategist in an agency, I know how everything needs to be perfect in order to run. Every script is scrutinized, and the concept needs to test well with real consumer respondents. That’s why you have food designers and a whole lot of people on set every time a commercial is made. The burgers just need to look deliciously perfect.But AI cannot (yet) make them this way or maintain consistency. And that's fine!It's a fun experiment with a catchy story and a cool tagline (make sure to watch till the end!). Not to mention a very meta script about computers wanting to taste something reserved for humans only, including ChatGPT trying to figure out how to consume food... with a desktop PC (p.s. next time, try Claude! It seems to be more capable with such tasks).So what tools were used to produce it?- Images: Midjourney, Magnific AI- Video: Luma, Runway- Audio: Elevenlabs- Music: Suno, Udio- Post production: Adobe suite- Script, editing: Author himselfLet's consider it's not McDonald's, but an independent QSR chain that wants to run an ad. Meta Puppet said the video cost "less than 60 happy meals to make," so if we consider the average price of a Happy Meal in the US (where he is located) of $6.59, that equates to $400 in total. That's probably only the cost of the subscriptions, but still — talking about a special bargain, right? I know there are clients who wouldn't hesitate to hear more about this opportunity.Now let's consider a junior ad enthusiast who wants to build a portfolio. Art directors have it easier thanks to design skills, but copywriters are left with mostly words. What if both of them could just come up with a cool idea and bring it to life with a small investment and some effort?Or a challenger agency that wants to compete with holding companies with stronger concepts but lesser production capabilities? They can come to a pitch with something that enables the client to dive right into the imaginary scene.The tech is still not there yet, but that doesn't mean we shouldn't be enjoying it already.

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System1 tested Cannes Lions winner ads with 15,000 consumers. Conclusion? They have higher chances of growing a brand long-term than an average ad.Every year in June and July, the advertising industry has one focus: Cannes. It’s where the most important creative awards are given, where careers are made, clients are won, and dreams come true.However, there's always a debate about the real-life impact of these winning ads. You can write anything in a case study, but does it sell? Does it change consumer behavior? Does it make the brand grow?Thankfully, we now have tangible data. System1, a leader in marketing effectiveness, tested 42 Lions winners with 15,000 real consumers using their Star Rating system, which predicts long-term brand growth based on an ad’s creative quality, measured by emotional response. The rating ranges from 1.0 (Low) to 5.0 (Exceptional).What was the outcome? The Cannes 2024 winners scored an average of 2.3, higher than the average score of creative ads from 2021-2023 (161 US & UK campaigns tested on 24,150 respondents) and global ads (85,000 ads tested on over 13,000,000 respondents). The differences aren't stark, but Lion winners consistently received fewer weak ratings and more strong ratings.My takeaway? Creative ads can be praised for their creativity and shouldn’t be disregarded in terms of potential effectiveness. Maybe they won't be Effie contenders, but that doesn't mean these ads can't drive tangible business results.On the other hand, we can't get obsessed with creativity itself. Recently, Mark Ritson conducted a webinar about the aforementioned study and the role of creativity in marketing. He established that around 40% of >advertising< effectiveness can be attributed to creativity. But considering business complexity, creativity represents only about 3% of overall >marketing< effectiveness.This broader view comes from the fact that creative material is just a small part of what makes a brand grow. Overall marketing effectiveness relies on three equally important pillars: diagnosis, strategy, and tactics. You can find a link to the webinar in the comments where Mark Ritson elaborates on this.In the end, we can only influence what we control. If we work in an agency, we should provide clients with the best creative ideas that tackle their challenges. If we are marketers, we have many more levers to pull.Regardless of your role in the industry, knowing which ads perform well is essential—especially the creatively recognized campaigns. We have all 500 Cannes 2024 winners on adaily (and some 3,000 more creative ads). You can explore them not only by category and award level, but also with context-based searches ("ads with strong women," "campaigns about safety"). Then you can read about the challenge, target group, idea, and results, topped with links to video case studies. Psst - browsing is free!Also, make sure to follow Andrew Tindall for more fantastic insights on ad performance.

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Some say awards are making us stupider because case studies are 'bullsh*t.' But that's plain wrong. Here’s my take.The deck recently published by Joe Burns got quite a bit of attention. Every year around Cannes, we see peak hype around creative awards. And as with each trend, this deserved an anti-trend, calling the case studies bullsh*t.So what's the author's reasoning?The author thinks award-winning ads make us stupider because the case studies for these awards present a false, linear narrative of the creative process. This ignores the messy, unpredictable reality of how ideas truly form, leading people to wrongly believe that creativity follows a straightforward, logical path.And since we've all just recently been obsessed with Cannes, I would ask you to excuse my French. I call this reasoning bullsh*t itself.Why?Because it's how we function. People describe what happened in the past in a more logical way than it really was. It's called "hindsight bias."After an event occurs, people often believe they "knew it all along" or that the outcome was inevitable. The phenomenon was first studied in the 1970s by psychologists investigating errors in human decision-making, with the term coined by Baruch Fischhoff, a student of Daniel Kahneman, father of behavioral economics.Hindsight bias in marketing makes outcomes seem obvious after the fact, ignoring the campaign's true complexity and unpredictability. This bias leads to overconfidence and missed learning opportunities. Marketing's dynamic and spontaneous nature is oversimplified in hindsight, distorting the real process.The case studies aren't bullsh*t. They are a result of the hindsight bias that we all experience, with a sprinkle (or a handful) of "hard selling" the campaign to judges.They provide inspiration, education, and benchmarks to people around the world.They can be taken at face value or criticized to uncover true meanings.They can be used as an example of "this has been done already" if you want to convince your Creative Director not to follow this route.Or to persuade your client who prefers to play it safe to go this route.They can serve as an almost indefinite self-learning platform for young ad enthusiasts.They can be dissected, analyzed, ridiculed, or praised.But you cannot deny their fundamental role in moving the ad industry forward.Not to mention, calling them bullsh*t is disrespectful to people who have put their hearts into crafting the campaigns and then writing submissions.But I am biased too. I spent 10 years in advertising, starting as an intern obsessed with case studies and helping drive the inspiration process in the agency.I decided to create Adaily, an AI ad intelligence platform with 3,500 award-winning case studies to offer easier, faster, and more convenient access to them.Because I certainly don't think they are bullsh*t. Or that they make us stupider in the process.

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Start your week with a dose of great ads with Adaily Inspiration. Presenting 5 awarded user-generated content campaigns. Full details below👇## PSA: 500 Cannes 2024 winners with FULL details are available in adaily! ##1. “Yes, Couch!” - Facebook (Mojo Supermarket New York, 🇺🇸)Facebook did the "Yes, Couch!" campaign using a viral cultural moment to drive engagement and traffic to Marketplace.2. “Dubbing The Movie” - Dunhuang Academy (Tencent Pictures, 🇨🇳)Tencent Pictures did a voice-acting campaign using user-generated content to fund Dunhuang mural restoration.3. “# VideoSnapChallenge” - Samsung (We Are Social Chippendale, 🇦🇺)Samsung did a # VideoSnapChallenge campaign on TikTok using the power of 8K Video Snap to engage Gen Z and Young Millennials and elevate their creativity.4. “# IYWYK: Celebrating Real Walmart Shopper Stories On Tiktok” - Walmart (Day One Agency New York, 🇺🇸)Walmart did a Branded Mission on TikTok to engage shoppers and showcase their value, leveraging the # IYWYK hashtag to gather UGC and increase brand awareness.5. “Voice Of Hunger” - Swiggy (Dentsu Webchutney, 🇮🇳)Swiggy did a voice note campaign using innovative food-shaped sound experiments.For full details of these campaigns, including the challenge, target group, idea, results, and links to the case studies, visit our Substack (link in the comments)!

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Marketing experts: get angry at AI hallucinations and misinformation. Also marketing experts: share fake Nike ad from Copa America like crazy.And I am like "huh?".I know it's easy to get excited about a supposed big brand going all-in with RTM, especially when it's bold. It got so many shares on LinkedIn, Instagram, and TikTok that pretty much everyone felt it was genuine.But it's not. It took me 5 minutes to check if it was real or not. It's the work of Jaime Muñoz, a Chilean creative who expressed his emotions via this catchy outdoor ad concept. I must admit, it's smart, but after spending my career in advertising, I know it wouldn't be possible to run it.Why?1. Image rights: This ad presents Nicolás González, an Argentinian player grabbing a pair of Nike shoes. The problem is González plays in Puma shoes. He has been associated with the German brand for over three years.2. Controversy evasion: The photo was taken at the 61st minute of the game and clearly shows a foul by the Argentinian. And no card was shown for that. Everyone agrees it was a strange decision by the referee.3. Time to market: The concept ad appeared the morning after the previous afternoon's game. I probably don't need to explain that this is not how big brands work.People spread fake news unintentionally because social media platforms encourage habitual sharing. A USC study from 2023 of over 2,400 Facebook users found that the top 15% of habitual sharers were responsible for 30-40% of the fake news, sharing up to six times more than occasional users. These platforms reward users for sharing catchy content, which forms automatic habits.Then again, marketing experts with huge followings have no trouble sharing that without hesitation. And I do blame them. Because they have an impact on others.When it's TikTok, I will say it's fine. The nature of the medium makes it less serious. But on LinkedIn, where many people look for real business inspirations and benchmarks, fake information is a serious problem.Imagine an ad agency person trying to convince a sports client to run an ad "like Nike did at Copa America," because obviously, it's a brand everyone admires. Or a clueless marketer in one of the Nike offices believing it's been done and stressing how to monitor sports events locally to catch a similar scene?People get angry when AI "hallucinates," i.e., provides inaccurate or straight made-up information. Or when deepfakes are used to impersonate a politician or a close one for blackmail. Blaming the tech goes on.But frankly, I would say we as people, and even more specifically, advertising professionals, have our guard too low and started to take any bait. And don't make me tap the sign: "Fakes Out-Of-Home are the worst thing to happen to the industry in a long time."Intentionally misleading consumers is not a standard we want to achieve as an industry. But unintentionally misleading our fellow ad colleagues shouldn't happen either.

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Would David Ogilvy want his classic print ad reimagined as a short animation? Since AI doesn't care, we, humans, should.You must have seen the amazing compilation of classic print ads brought to life by AI, created by Selim Ünlüsoy, the global head of AI at ad agency LePub. It took social media by storm, and rightly so. It's fun, entertaining, and thought-provoking. But one thought stayed in my mind, and I can't shake it off.Should we alter original work by artists?Don't get me wrong. I love how AI can give us a new perspective on the best work from the past. It can fuel our inspiration and lead us in completely new directions. It's a thought experiment and a way to test the current limits of AI.From a legal perspective, most of the work becomes part of the public domain after a certain period, typically 50-70 years after the author's death. This allows for such reinterpretations to happen.Take, for example, the 2017 film "Loving Vincent," the world's first fully painted animated feature film. Consisting of 65,000 frames, each an oil painting on canvas, the film was created by a team of 125 painters using Van Gogh's techniques. Written and directed by Dorota Kobiela and Hugh Welchman, Kobiela, a painter herself, studied Van Gogh's techniques and story for almost a decade to bring his paintings to life.Talk about dedication, huh?But would Vincent van Gogh be happy with this part entertainment, part homage? Would David Ogilvy, Bill Bernbach and other ad legends be pleased that their classic print ads were reinterpreted by AI (probably Luma)?We will never know. What we do know is that AI presents amazing opportunities, but it also pressures us to be more empathetic in the process.Can we use this AI-generated art in our campaigns? Aren't we strengthening biases found in training data? Are we transparent in what we communicate? Many questions and things to consider almost every day.And that's good, in fact. There's never too much human in all of us.

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Start your week with a dose of great ads with Adaily Inspiration. Presenting 5 awarded humor campaigns at Cannes 2024. Full details below👇## These and 500 more winners with FULL details are available in adaily! ##1. “Gonna Need More Tide” - Tide (Saatchi & Saatchi New York, 🇺🇸)Tide did a campaign using popular viral videos and actor Kumail Nanjiani to show the need for bigger Tide Power PODS.2. “Best Friends” - Uber One (Mother London, 🇬🇧)Uber did a campaign featuring Hollywood talent forming an unlikely friendship centered around their shared passion for eating food and going places.3. “Braless” - Sabina (Sour Bangkok, 🇹🇭)Sabina did a campaign promoting 'Sabina Braless' using comedic family dynamics with a twist on comfort and inclusivity.4. “Life Is Not An IKEA Catalogue” - IKEA (TRY Oslo, 🇳🇴)IKEA did a campaign acknowledging real life with humor and honesty, shifting brand image from aspirational to relatable.5. “Sammakorn Not Sanpakorn” - Sammakorn (Choojai And Friends Bangkok, 🇹🇭)Sammakorn did a name confusion campaign using humor and relatable content to clarify its identity as a real estate company, not the Revenue Department.For full details of these campaigns, including the challenge, target group, idea, results, and links to the case studies, visit our Substack (link in the comments)!

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