The world-famous toy store chain Toys R Us published an advertisement created using OpenAI’s Sora tool.
Artificial intelligence technologies are increasingly being used in marketing activities, and this trend is expected to grow in the future. The first advertisement produced with Sora, OpenAI’s video creation tool that is not yet available to the public, marks a significant change in this regard. Developed by the advertising agency Native Foreign, the ad tells the story of the company’s founder, Charles Lazarus, who established Toys R Us. In the ad, we see a young Lazarus alongside Geoffrey the Giraffe, the brand’s mascot, brought to life with artificial intelligence.
Here is the first advertisement made with Sora
According to the statement made by Toys R Us, the advertisement was produced by Kim Miller Olko, Head of Toys R Us Studio, and directed by Nik Kleverov, founder and creative director of Native Foreign. It was created in a few weeks and published at the 2024 Cannes Lions Festival.
OpenAI opened its artificial intelligence tool, Sora, to a small number of content producers and companies last February. Access to Sora is still closed to the public, as the company continues to conduct “red-team” work. Possible vulnerabilities of this feature will be examined and feedback will be provided before its public release.
OpenAI has previously introduced its text-to-video creation tool to filmmakers. At the 2024 Tribeca Film Festival, only short films produced with Sora were showcased.
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