Dive Brief: Lexus has launched a holiday marketing campaign created using generative artificial intelligence, according to a press release. The luxury car brand’s “Built for Every Kind of Wonder” video features surreal seasonal scenes, such as a ski trail rising into the sky like a wave, ultimately revealing that these imaginative visions come from a child looking into a snow globe and envisioning the worlds inside. Created in partnership with AKQA, the brand film will be showcased on Lexus’ digital and social channels across Europe, the Middle East, and Africa. More marketers are experimenting with generative AI for video content, despite mixed consumer feelings about the technology. Dive Insight: Lexus and AKQA are embracing generative AI for a visually rich holiday story. “Built for Every Kind of Wonder” was developed within AKQA’s Virtual Studio, a “next-generation content engine” combining cinematic artistry with cutting-edge technology. The video has an abstract quality, presenting snowy, seasonal imagery that doesn’t follow a traditional narrative. Scenes include a fish swimming beneath a frozen lake and a swirling ski slope, interspersed with footage of a Lexus vehicle emitting magical sparks as it ascends like Santa’s sleigh. The story ends by revealing that all these fantastical images are imagined by a child gazing into a snow globe during a car ride. According to press materials, Lexus challenged AKQA to explore AI’s role in its winter promotions and was impressed with the outcome.

Generative AI is seen as enabling brands to create complex, costly shoots more efficiently, though human refinement remains necessary. “The film excellently leverages AI’s strengths to build a magical world that perfectly aligns with our ‘built for every kind of wonder’ message, ” said Rudy Boeman, Lexus EMEA brand and communications manager. “We’re already excited about our next collaboration. ” In the U. S. , Lexus continues its long-running “December to Remember” campaign featuring emotionally resonant ads that depict multiple generations of a family connected by the brand during the holidays, set to Fleetwood Mac’s classic “Landslide. ” Other marketers are integrating generative AI into holiday campaigns with varying success. For the past two years, Coca-Cola has aired year-end spots recreating classic commercials with AI enhancements, though critics say these lack the warmth typical of the brand’s marketing. Coca-Cola defends the campaign, citing strong test performance. Meanwhile, McDonald’s recently withdrew a Dutch ad that used generative AI to portray the stress of the holidays, highlighting the potential for significant backlash and brand risk associated with AI use in marketing.