The Campaign

To communicate Clorets Mint Tab’s benefit of “instant refreshment that lasts long for 10 minutes” using a wholly inventive approach, we built the world’s most innovative creator ourselves, from scratch. Its name was “AI-CD ?”, the first-ever artificial intelligence that can give creative direction to make commercials.

Creative Execution

To build the A.I., we looked at some 1,000 award-winning TV works from the past 10 years and tagged them with original tags, then broke down and analyzed them to find out what makes a good TV commercial. An algorithm was created from the result. By entering the creative brief, the A.I. will write out the creative direction in calligraphy.

The world’s first head-to-head creative battle between an A.I. and a human creator became big news and attracted the attention of the world right out of the gate, resulting in media exposure worth more than 50MM yen. In the end, the ads reached over 20MM people through TV, newspaper, and online. The best result?over 97% of people that voted for the campaign responded that they now want to buy Clorets Mint Tab. In the future, the A.I. will gain learning from its experience and improve its precision, which will expand the creativity of commercial production.

Creative direction for commercials has always been a process dependent on the creativity and imagination of the individual creative director and, in that sense, it is an elusive, mysterious process. With this project, we aimed to make the process more structured, using artificial intelligence. To bring innovation to the world of advertising through cutting-edge technology and to push the envelope of creativity, we developed the world’s first artificial intelligent creative director and had it create an actual commercial.