Who would have thought? Just one day after the last completely AI-generated McDonald’s ad disaster, it’s a French advertisement for Intermarché that’s collecting votes from internet users and going around the world. An incredible success for this magnificent little animation gem full of emotions and love, as people like it. No AI in it (at least, not visible), but instead a solid scenario, perfect execution, and a real message that brings together everything that matters to good food and fine dining enthusiasts on the planet (yes, it’s a French ad, necessarily).
I don’t know if this will bring more customers to Intermarché or if McDonald’s will lose sales, but it’s clear that Intermarché has probably succeeded where McDonald’s failed: people want authenticity, naturalness and a return to simpler values, further removed from the digital world. There’s a need to go back to roots and I’d even say to become a little more childlike again.
The off-beat humor of the second one no doubt got off on the wrong foot at a time when people need to find themselves and protect themselves. Where Intermarché’s ad brings together, protects, makes people feel good, McDonald’s slightly dark humor conveyed a somewhat mocking message (Christmas is outdated, but thankfully going to McDonald’s will help), which people perhaps didn’t want to hear either. It’s all a question of circumstances and timing… and I have the impression that this year full-AI ads are not welcome.
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