Amaysim launches entirely AI-generated television commercial
Amaysim has launched its first television commercial entirely generated by AI, developed by a two-person in-house creative team.
With the aim of setting a “new benchmark” for creative innovation in the telecommunications industry, the campaign marks Amaysim’s first integration of generative AI into its mainstream brand marketing.
It was informed by new research conducted by Yougov, commissioned by Amaysim, which found that 30% of Aussies have struggled to pay their mobile phone bill in the last 12 months. It also found an overwhelming majority (78%) feel big telcos are expensive.
According to the research, 41% of Aussies are considering switching to a smaller telco provider in the next 12 months.
“We saw an opportunity and jumped on it, with so many Australians actively searching for better mobile deals amid rising cost-of-living pressures, we wanted to meet the moment with something bold, creative and fast,” Amaysim’s chief marketing officer, Peter MacGregor, said in a media release.
“We pulled forward our media and took a big swing — and it paid off.”
The TVC, titled ‘The Escape Story’, was brought to life using Adobe Firefly for image generation and Runway for motion design. It was generated frame by frame, a feat that Amaysim said would usually require a large production crew and “several weeks” to complete.
A still from the TVC
Instead, it took under two weeks to complete, “without compromising on creative impact”. The entire process was driven by the telco’s in house creative team and went through cycles of experimentation, iteration, and refinement.
Jarod Green, associate director of brand and communications at Amaysim, said the aim was to push creative boundaries while staying true to the brand.
“We embraced a warm, nostalgic, and minimalist aesthetic which offered the perfect backdrop to showcase our whimsical personality and craft a visually striking, emotionally engaging narrative,” he said in the release.
“As other sectors begin to explore the potential of AI-driven creative, we’re proud to lead the charge in the telco space. This is just the beginning, we see huge potential in the way AI can empower small teams to do big things.”
The TVC is live across broadcast and digital channels.
This campaign will feature in next week’s Campaign Review.
Credits:
Client: amaysim
Creative Agency & Production Studio: Studio amayzing
Associate Director, Brand and Communications– Jarod Green
Design Lead – Atieh Mohammadi
CMO, Marketing & CX – Peter MacGregor
Director, Integrated Marketing – Jeddah Ryan
Brand & Campaigns Manager – Sheryl Singh
Communications Manager – Ebany Russell
Media Buying: Avenue C
Managing Partner – Will Chapman,
Media Business Partner – Elena Gianni
Digital Media Partner – Nick Sadler
Digital Media Partner – Mark Zala
Media and Investment Partner – Gaby Srour
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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