Volvo’s strange new ad is proof that it’s time to hit pause on AI commercials

Have you seen the new Volvo ad made with generative artificial intelligence? Go ahead. Watch it. . . . I’ll wait. 

If you think it looks awful, you’re not alone. The physics are all wrong, with hair, sand, and objects going in the wrong direction at the wrong time. The humans look like they’re made of plastic. Their emotions are forced, their expressions deformed, their smiles anything but warm. Instead, they likely fill you with an uncanny Grand Canyon of dread. The lighting is artificial, too—no film, digital camera, or grading would produce that unnatural palette. 

Some people are saying that Volvo made a mistake by not putting a car in the ad, obviously not realizing that currently there’s no video generator that can reliably re-create objects. Had the ad’s creators tried to produce a Volvo, they’d have ended up with a car with morphing proportions and features that change from shot to shot. The ad was made with Midjourney, which is pretty bad, but Sora, Kling, or Luma would have screwed it up too. And while apparently it is fine to create uncanny humans for promotional purposes, I’m pretty sure that the Swedish car company wouldn’t have accepted a Frankenvolvo.

According to Adweek, who spoke to Lion, the Dubai-based creative agency behind the spot, the ad is an effort to reintroduce Volvo to Saudi Arabia after years of pulling back on business in the region. Lion’s founder and executive creative director, Osama Saddiq, told the publication: “The ad is a mélange of ‘technically accurate and culturally resonant renders for Saudi Arabia. AI today is rarely humanized—most executions are tactical, with little focus on brand storytelling. Our approach was different. We started by crafting a narrative that strategically aligned with Volvo’s comeback in the region.”

The issue, of course, is that nothing in the ad feels human, mammalian, or even protozoan.

According to Lion, using AI reduced production timelines from “months to weeks.” That might be enough to sell a business on the technology. And sure, there’s a place for AI in current production, but generating entire ads is not it—at least not yet. We’ve seen this exact issue time and time again with brands that use technology for technology’s sake. From Coca-Cola to Toys “R” Us, brands that use emerging technology as a shorthand for creative innovation usually come to regret it.

I’m sure some people will protest this ad for its ethical considerations; because they don’t like the idea of AI putting people in the creative and film industries out of a job. That’s a real concern. But the reason this ad shouldn’t exist is simpler than that: It just looks bad.

So here’s a piece of advice for ad creators out there: It’s time to forget about AI for a few years. Come back to it when it’s ready, and when you have a good idea for how to actually use it.

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