OLIVER has been awarded the Ad Age AI ad of the week following the most talked about and expensive (media) ads of the year airing at Superbowl LX.
Net App – Unleash Genius
Our first Super Bowl spot with client NetApp is Ad Age’s AI Ad Of The Week. Directed by Rod Sobral and produced by The Brandtech Group’s AI film production studio using Pencil, the broadcast-standard spot was delivered from brief to final film in under three weeks.
That speed did not come from bypassing the creative process. “This film was directed with the same discipline and intention as any large-scale cinematic production…The creative vision came first, then we asked what AI could do to serve that vision.”- Rod Sobral.
Set within an epic Arctic landscape, the spot draws on the enduring myth of lemmings to tell a story about momentum, preparation and choice.
Two lemmings are caught in a thundering stampede – a metaphor for the many organizations feeling pressure to adopt AI today.
As they race toward a cliff edge, one lemming, having taken the time to prepare, charts another path. Ad Age said: “One of the lemmings uses NetApp’s data services, and thus safely reappears with a wingsuit-like device that allows it to soar triumphantly [while others are] left clinging to a branch.”
The instinct is to move fast, but NetApp is what makes speed intelligent.
We’d like to congratulate the team, and our incredible client, that made this possible. It shows the world what generative AI looks like when human and craft leads.
Brief: to broadcast-ready in under three weeks, approximately four times faster than a comparable fully CGI-animated production.
Delivered: at 4-5 times greater cost efficiency, while meeting full Super Bowl broadcast specifications.
