For winter tires, Viatti has created a new advertising AI video

The AI studio PromtHub has created a new advertising video for the studded winter tires Viatti Nordico 2, in which "through a family trip to the northern lights, not only the reliability of the product is conveyed, but also the value of the moment". The video was entirely created using neural networks, and the media campaign was handled by the Genius Group agency, according to Sostav.

According to the authors of the video, several concepts were considered, and the tires, for example, were compared to animals in the wild, but the idea of a family trip was chosen as the most close to the target audience. At the same time, the northern lights were chosen because "it's a rare and mesmerizing phenomenon that sets the video apart from ordinary winter ads".

"The main message was simple and powerful: to show the strength of the tires, their ability to overcome difficulties together with people who are moving forward", - notes the project team.

Albert Khairutdinov, head of the marketing department of TD "Kama", said that "this was our first experience with AI advertising. It was interesting to see how different the process is from classical production. Already at the stage of creation, we received detailed, stylized frames instead of ordinary storyboards. This gives more control and fewer surprises".

He also stated that as a result, "we were satisfied and perhaps got rid of some skepticism towards AI". "When you see how much simpler the process has become and how much lower the costs are for videos that used to require entire expeditions, weather, and dozens of people, it becomes clear that technology is really changing the rules of the game. Now you can make variations, test hypotheses for different audiences, and refine materials retroactively", - noted Khairutdinov.

Image source: PromtHub