A.I. vs. CD: Clorets, McCann Japan put wits to test
McCann Erickson Japan has completed what it believes is the first-ever commercial creatively directed by AI-CD, the world’s first artificial intelligent (A.I.) creative director that joined McCann Erickson Japan on April 1 of this year.
AI-CD’s first assignment was for Clorets Mint Tab (abbreviated as ‘Clo-Tab’ in Japanese), a tablet-type, mint candy sold by the confectionery-maker Mondelez Japan. The A.I. was given the task of coming up with creative direction that would communicate the product’s benefit described, as per Mondelez own data research as ‘refreshens mouth immediately with one tablet and long-lasting refreshment that lasts for 10 minutes’.
The commercial was created as part of an ad campaign that pitted a human creator against an A.I. one to see which can produce the better commercial. The human creative director chosen for this project was Mitsuru Kuramoto, a much sought-after TV writer that has also been the brain behind numerous successful ads. A nationwide poll hosted by Clorets Mint Tab will decide which creator’s ad more effectively communicates the product’s benefit.
“The strength of AI-CD is that it is free of bias or habits in the way of thinking that can limit human creators. This allows it to come up with creative direction that humans would never think of. For this project, we produced a commercial that faithfully carried out AI-CD creative direction,” said Shun Matsuzaka, the creative planner who led the development of AI-CD.
“As a creative director myself, I have mixed feelings about this. But I am very excited to see how the public receives a commercial creatively directed by A.I. and how the battle between human and A.I. will turn out,” added Executive Creative Director and head of McCann’s Creative Department, Isamu Nakamura.
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