Millions of viewers saw a wild, AI-generated commercial during the NBA Finals. According to AI filmmaker PJ Ace (x.com/PJaccetturo), he produced the spot with Google&s video AI Veo 3 (www.slashcam.de/news/single/Google-Veo-3-vorgestellt---Die-erste-Video-KI-mit--19308.html). He stated that about 300-400 generations were necessary to create the final 15 clips in the style of the GTA computer game, from which the commercial was assembled. The whole thing took only 2-3 days, was produced by one person and cost a total of only around ,000 - peanuts compared to the costs of classically produced primetime advertising and the costs of the top advertising space.
The goal was to create the craziest commercial possible, presenting the betting platform Kalshi, with which you can place a bet on virtually anything. Users can bet on Kalshi on the outcome of all possible future events - be it politics, the weather, sports or other things.
The task was to produce a spot for Kalshi showing people betting on the outcome of a wide variety of events. PJ Ace explained in his own thread (x.com/PJaccetturo/status/1932893260399456513) how he produced the clip. The workflow is very simple: first a rough script, then Gemini creates a shot list with detailed prompts, which is then generated in Google Veo 3 - including matching sound and language.
The final clip is then assembled from the individual clips in an editing program. This is of course particularly suitable for spots that consist of rather unrelated clips and do not have a continuous dramaturgy or a continuous soundtrack, as Veo 3 does not support consistent characters across multiple scenes.
PJ Ace emphasizes, however, that not everyone can achieve results like him and cites his more than 15 years of experience in directing, which enables him to produce clips that grab the viewer. He sees the future of advertising clip production in small teams that bring a film background and can quickly and cheaply create current commercials that capture the attention of viewers and make them laugh.
The clip is just one example of the frontal attack by generative AI on the traditional advertising industry. Large corporations such as Amazon (with the Amazon Ad Creator (advertising.amazon.com/resources/whats-new/create-high-quality-ai-generated-videos-in-minutes)) or Meta are increasingly offering advertisers the opportunity to generate seemingly high-quality advertising themselves using AI - without relying on advertising agencies for the campaigns or filmmakers and photographers for the appropriate images or even models. This is now fulfilling the disruption of many job descriptions in the advertising film business that has been feared since the beginning of the AI revolution.
If you feel like trying out Veo 3, even though it is not yet available in Germany, you can find our description here (www.slashcam.de/news/single/Google-Veo-3-testen--So-geht-amp-s-mit-Replicate---19343.html) of how you can try out Google Veo 3 in this country as well.
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