Raisin Bread by MarketerHire - AI won the Super Bowl (ads)

The 30-second spot opens with uncanny, AI-generated images of football players in bizarre scenes with robotic AI audio narration.

Halfway through the ad, the narration is swapped for a human voice and the off-putting AI illustrations are traded for real camera footage of athletes drinking Bodyarmor.

AI is cleverly used to communicate artificiality as a foil for Bodyarmor’s “real hydration.”

The AI behind “magic words” will detect and analyze moods, images, content, and brands being mentioned across Disney’s media library (including Disney+ and Hulu).

Brands can then use this data to adjust the tone and message of their ad to match particular scenes from media.

Omnicom Media Group is one of the first major advertising companies to test this new tool.

In partnership with AKQA and Ogilvy, Coca Cola used AI to “let the flavor speak for itself” by identifying letters within the bubbles, condensation, and fizz of a Coke Zero.

These letters formed a font type called “Coke Sans Sugar,” which the company will use across Coke Zero ads.

The company also introduced a TikTok filter that turns users into a bottle of Coke Zero—another way to let the flavor “speak for itself.”

The 60-second spot opens with a series of people facing various challenges—from starting a business to finishing a degree.

Copilot is then introduced as a solution to these challenges with footage of users prompting the tool for everything from writing code to generating images.

This ad brings AI down to earth, framing it as a simple solution for anyone.