A creative revolution is emerging in advertising, driven by AI capabilities that enable ambitious ideas to become a reality. Google is partnering with leading creative agencies through its Google AI Lighthouse Program, challenging them to create monumental advertisements using AI tools. This initiative, showcased at the Cannes Lions festival, aims to demonstrate how seemingly impossible ideas can be realized. Agencies like BarkleyOKRP have leveraged AI to revive cultural moments and create immersive marketing experiences, embodying the future of creativity in advertising.
Reviving an impossible vibe: Slice & BarkleyOKRP To relaunch the iconic 80s and 90s soda Slice, BarkleyOKRP didn't just create an ad; they resurrected a cultural moment. They used Gemini to identify surprising cultural trends and build a world around them, manifesting as a fictional (but very real) analog radio station, 106.3 The Fizz in LA.
They used Google AI to concoct hundreds of on-brand songs and artists, Imagen to churn out soda-infused album art, and Veo to bring AI-generated music stars to life.
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