The first AI-generated video display from Volvo shows not a single car

The advertising campaign refers to “Come Back stronger”, aims to combine emotionally to the target group, which is ironic because it is done by AI

In the constantly developing world of advertising, in which companies are constantly trying to exceed each other with the next big deal, Volvo has thrown a curve ball in Saudi Arabia for several reasons. Firstly, it does not offer a Volvo – or a car of any kind. Before someone jumps to conclusions and assumes that this is a repetition of what Jaguar has done lately, hear the following: The entire advertisement is a creation of artificial intelligence. There could even be an insight into what we can expect from future brand campaigns.

The video display entitled “Come Back Bear” is a surreal mixture of vague, almost abstract clips. There are close -ups of people, people in the desert and other scenes who have nothing to do with everything that Volvo specifically does. What ties together is the voice -over, the one to be fair, Noise Like a car advertising – even if the graphics do not match.

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Here is the script:

“They say that some dreams are too ambitious, but we never believed in borders. Challenges did not hold back, they pushed us forward. Every obstacle, every doubt, has shaped us to something stronger because progress is not about the past, but about what is possible. And what is possible is everything. This is not just a return, it is a comeback, and together we are weak to come back more and more. “

What does this mean when it comes to practical application? Volvo hopes to sell more cars in Saudi Arabia with its new electrified line -up. This is the long and shortly before the entire advertising campaign. Again, Volvo Green Ligit this with zero cars in the video.

It is unclear whether Volvo has deliberately decided to miss cars, or whether it simply had too many problems to get the AI ​​to create a really precise Volvo model. Accordingly AdweekOsama Saddiq, the founder of Lion – the agency behind the advertisement – said: “This was a difficult decision to tell a deep human history through the voices of the Saudi locals. The car would have distracted from the story.”

Regardless of intention or execution, it is clear that AI could soon become a powerful tool in the automotive world. Even Mercedes' Head of Design has warned that AI designer could make it superfluous within the next decade.

Behind the scenes of Lion storyboards from Lion show how the company did the work. In addition, it was said that the production time from months to weeks was reduced. For many brands, this could be an incentive to experiment with AI more often in the near future.