Svedka Vodka's Fembot Returns in AI-Generated Super Bowl Ad
Svedka Vodka's Fembot character, absent from pop culture for approximately 13 years, has returned to the brand's advertising campaigns and will appear in a Super Bowl commercial. The 30-second advertisement was predominantly created using Artificial Intelligence (AI).
The commercial features Fembot and a new companion, Brobot, dancing in front of human partiers and discovering Svedka products. The dance was selected from user submissions as part of a contest, won by Jessica Rizzardi, a 23-year-old from Nashville.
Breaking Super Bowl Advertising Norms
Svedka owner Sazerac describes the commercial as the first known Super Bowl ad primarily created with AI. Sara Saunders, chief marketing officer at Sazerac, stated the company accepted the risk associated with a vodka ad in the Super Bowl and aimed to generate discussion.
The ad's message is intended to remind humans to interact in analog ways, despite its AI creation.
Vodka advertisements are less common in the Super Bowl, which typically features beer. Svedka and Smirnoff are among the first vodka brands to advertise during the game in three decades. Saunders noted that due to vodka's characteristics, the company chose to emphasize technological aspects. The AI shaping of the robots' movements offered more expressive possibilities than conventional animation.
AI Integration: Cost vs. Creative Value
Saunders indicated that the AI-created ad did not result in significant cost or time savings compared to a conventional shoot. The company's decision was based on the aesthetic and thematic value as a storytelling approach. The commercial will air just after halftime.
The Broader Trend of AI in Advertising
This initiative aligns with an increasing presence of AI in major sports advertising. Previous Super Bowl events have featured commercials promoting AI, and other 2024 Super Bowl spots will use AI as a tool. OpenAI is also reportedly planning a 60-second commercial.
Generative AI has become a growing force in high-budget ad campaigns, attracting both adoption and criticism. A Coca-Cola AI advertisement last holiday season received varied reactions. Advertising experts anticipate an increase in AI-made ads throughout the year as brands seek to reduce costs. The Super Bowl's inclusion of such content may open doors for other high-profile uses.
Anticipating Discussion
Regarding potential criticism, Saunders stated, "We expect it and we welcome it." She added that the discussion about humans versus technology is a dialogue that should occur.