Super Bowl ads with an AI twist

Plus: Ad giants bet on AI

January 31, 2024

Hey there! For the upcoming Super Bowl on Feb. 11, DoorDash is running a sweepstakes based on the best part of the game: the ads. The company is giving away a corresponding prize for everything advertised during the game—from a lifetime supply of Doritos to luxury vehicles. In this edition, we were inspired by DoorDash to explore other unique alternatives to Big Game ads—featuring AI.

Avocados From Mexico Unveils “GuacAImole" Stunt

Avocados From Mexico

Avocados From Mexico has aired an ad during eight of the past nine Super Bowls. This year, the brand is jumping on the AI bandwagon instead.

  • Avocados From Mexico is celebrating one of the biggest days of the year for guacamole consumption with “GuacAImole,” a microsite that will develop recipes for guacamole based on any kind of ingredients.

  • The microsite, powered by OpenAI’s GPT-4, prompts users to upload an image of any ingredients. It then outputs a corresponding recipe and visual representation.

WPP Bets on AI to Drive Growth

In an effort to cut costs and drive growth, multinational advertising group WPP is going all-in on AI.

  • This week, the advertising conglomerate released its restructuring strategy to its investors—including a £250 million annual investment in AI technology.

  • The investment will support and improve WPP’s AI platform, WPP Open, which has already been adopted by clients including L’Oréal and Nestlé.

  • WPP chief executive Mark Read claims that AI will “enhance, not replace, human creativity,” empowering professionals with tools to augment their skills and improve media performance.

Snickers Brings AR to the Super Bowl

Blippar

This Super Bowl Sunday, Snickers is bringing its “Rookie Mistake” AR experience to Apple Vision Pro.

  • Through the Rookie Mistake AR experience, owners of the Vision Pro headset will be able to practice kicking a field goal or chat with the “Misfortune Teller,” a virtual representation of Steelers player T.J. Watt.

  • While the Rookie Mistake AR experience has been available on mobile devices since the Fall, this Super Bowl launch capitalizes on the hype around Apple’s new device.

Publicis Pledges to Invest $300M in AI

On Thursday, marketing services giant Publicis announced its plan to invest £300 million to build a new AI platform.

  • The platform, called CoreAI, will be used across five service areas: insights, media, creative, software, and operations. According to Publicis, the platform will be able to complete work that used to take weeks—like deploying new software or composing a media plan—in mere seconds.

  • CoreAI has access to 2.3 billion consumer profiles and 650 daily impression bids from Publicis’s owned data—a potential competitive advantage amid cookie deprecation.

Around the Web

  • B2B marketing platform Integrate announces the launch of its AI-driven insights engine.

  • Analysts are keeping an eye on Meta’s ad sales after AI investments.

  • This is how AI would write Super Bowl commercials.

  • Etsy markets a new AI-powered gift mode tool ahead of its Super Bowl ad.

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