Toys"R"Us Sora origin film
Campaign · 2024
A 66-second Sora brand film prompted criticism and a reported fall in brand sentiment.
Allen T.
@Mr_AllenT · Jun 25, 2024
Toys "R" Us has released the first OpenAI SORA generated brand commercial The use of generative AI in commercial work is here.
syndrowm
@syndrowm · Jun 25, 2024
Just like a weird dream it is a different person each time you see them
Joe Russo
@joerussotweets · Jun 25, 2024
TOYS ‘R US released an AI commercial and it fucking sucks. https://t.co/K1JcGhHKeA
Mike Drucker
@MikeDrucker · Jun 26, 2024
Love this commercial is like, “Toys R Us started with the dream of a little boy who wanted to share his imagination with the world. And to show how, we fired our artists and dried Lake Superior using a server farm to generate what that would look like in Stephen King’s nightmares
Allen T.@Mr_AllenT
Toys "R" Us has released the first OpenAI SORA generated brand commercial The use of generative AI in commercial work is here.
Theoretically Media
@TheoMediaAI · Jun 25, 2024
Toys R Us got to play with Sora. Or, rather Native Foreign, the creative ad house who made this spot did. It's pretty impressive. I for sure think we'll be seeing Sora in more commercial spots very soon. Thoughts?
Andy Kluthe
@AndyKluthe · Jun 25, 2024
A commercial for WHAT? Toys R Us is dead. This is a shitty attempt to appeal to nostalgia. And nothing in this commercial couldn't have been done without actors and cgi, and would look a thousand times less uncanny if it had been.
Tracy Yardley!
@yardleyart · Jun 25, 2024
Fuck toys r us. Go back out of business
Allen T.@Mr_AllenT
Toys "R" Us has released the first OpenAI SORA generated brand commercial The use of generative AI in commercial work is here.
Spread Score
How it worksNumbers
- Director claim; cross-media total, method undisclosed
- 1.4B
- As of Aug 19, 2024 · Self-reported · Nik Kleverov / LinkedIn
- Peak proxy date
- Week of Jun 26, 2024
- Jun 24 ’24 to Week of Jun 26, 2024
- Platforms
- 6
- Started on Open web
- Origin
- Seeded
- Retail
How it spread
Trace the originToys R Us released a Sora-assisted origin film after a private Cannes screening. Reposts and critical replies spread across social platforms and press. The brand defended the test; CARMA reported more negative brand sentiment.
Proxy date; not a directly measured attention peak. Some dates are known only to the week, month or year.
Timeline (16)
June 2024
The Toy Book press · Jun 24 ’24
The Toy Book covered the film and its screening for advertising executives at Cannes Lions.[4]
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Do this
- 1Separate attention totals from sentiment and sales when evaluating an AI experiment.
Every number (11)
- Allen T. repost views; partial X ledger (unscored)“6.6M Views”6.6M[5]
Press (9 outlets)
- Jun 24, 2024same day
The Toy Book · AI-Generated The Origin of Toys R Us Brand Film Debuts at Cannes Lions
You’ve seen 1 of 3 steps, 1 of 11 numbers and 1 of 9 outlets. Pro opens the rest, with all 24 sources.
