Jeep goes all ‘Pixar’ in heartstring pulling AI ad
Jeep's ‘A Tire Story’ uses AI to evoke human emotion. But does it pull it off?
Will we ever (ahem) tyre of AI ads? It would seem not, but brands are looking for ways to make the medium more palatable for viewers as AI companies finesse what’s possible aesthetically.
‘A Tire Story’ is Jeep’s entry into AI ads, made by Highdive and 1986 Studios using Google Veo and Luma Dream Machine.
Generating debate at Cannes Lions, the buzz was less about AI, and more about how it’s being used in service of emotion.
Animated tyres are nothing new in adland, as seen recently in Ford’s campaign. Jeep’s narrative ramps up the pathos, following a discarded tyre searching for a new home. We follow the circular hero across mountains, deserts and rugged landscapes, as it pursues a Jeep seeking to ‘belong’.
Like so many Pixar films, the campaign transforms an inanimate object into a protagonist to evoke emotions. In this case, loneliness and determination.
According to Highdive, the entire commercial was generated using AI workflows powered by Google Veo and Luma Dream Machine, with Jeep vehicles built to product-accurate specifications.
It all makes Coca-Cola’s effort last Christmas look comparatively antiquated, we reckon.
It’s becoming less about whether AI can make advertising then, and more about whether AI can make people feel something.
Credits
Brand: Jeep
Agency: Highdive
Studio: 1986 Studios
Lead AI Artist: Jon Gallo
Technology: Google Veo, Luma Dream Machine
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: