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I still have not seen an AI execution that has anything close to a good idea or a viable strategy with a leverage-able insight. The production value is fine. But this seems to be more about the technology than the brand. My concern is that clients are going to think they can get a good spot for a couple thousand dollars but a good creative team and good strategy have value. This is no different than paying your nephew with his newfangled desktop publishing setup to lay out your print ad in 1987. At what point is quick, cheap execution enough?
If you make a cheap car ad, you get a cheap car ad. A Volvo is not a cheap car. I would be genuinely impressed if this did anything for the brand.
Also the spot seems to be about the eco-friendliness of Volvo. Very hypocritical to do it with AI.
On a technical level - it’s certainly not deeply disturbing but that’s just because of the restraint in the shots used.
Here’s what I call the standard - https://youtu.be/Je3iK7YbGO8?si=WRjymnG4QZ_YDGNt
The production value is solid, although it still feels a little stilted and some shots are repeated.
What bugs me though is the narrative that this “is the price of takeout.” Visual generation is very power and compute intensive, and it take many, many generations to get something like this right. We’re only not paying the real cost now because that’s how Silicon Valley works.
Uh no
It’s got the conceptual quality of an istock photo comp