More than 100 million people watch the Super Bowl each year, making it one of the most-watched televised events in the United States. So it’s no wonder so many big brands pay a lot of money to advertise during the big game.
It’s even better when an ad includes something to say during its 30-second spotlight during the Super Bowl.
An example from this year: the Super Bowl ad for the upcoming animated film, Despicable Me 4.
That’s right, Gru and the Minions could win the best ad of the year at the Super Bowl. Because? Because the ad openly mocks all those horrible AI-generated images littering the internet.
The ad begins with AI-generated imagery in all its glory: multi-legged women doing yoga, a two-handed handshake with too many fingers, a group of friends eating raw spaghetti together, all narrated by actor Jon Hamm. .
“Artificial intelligence is changing the way we see the world,” Hamm says, as AI-generated images appear. “Showing us what we never thought possible, transforming the way we do business and bringing family and friends closer.”
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“Together with artificial intelligence, the future is in good hands,” Hamm says before getting to the big reveal: AI-generated images are created not by computers, but by hundreds of Minions wreaking havoc on a giant office space . . The trailer shows a laughing Minion sitting in front of a photo editing program as he seeks to make the silliest image possible.
Get it? The AI generated images are so bad that they really have to be created by a group of mischievous pranksters like the Minions who do it on purpose. You have to think the actual artists behind Despicable Me 4 had a good time making this one.
Illumination/Universal Pictures’ Despicable Me 4 features the return of Stephen Carrell as the voice of Gru. Will Ferrell will join the cast as Gru’s new enemy, Maxime Le Mal. “AI-generated” footage of the two together also makes a brief appearance in the Super Bowl trailer.
Despicable Me 4 hits theaters on July 3, 2024.
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