Our take on AI, and how the other three vowels are coping with its rise to fame.
JULY 8, 2024
TIM HACKNEY
Despite everything we learned from Terminator, it appears we’re still allowing AI to become a thing. OK, so before the machines turn on us, let’s talk about it. Specifically, in our world of advertising and design.
For the sake of example, let’s talk print.
To oversimplify, the creative part of how a print ad is made starts with a copywriter writing the ad and an art director designing the photography, type, graphics etc.
AI can generate copy. It’s not great now, and I’m sure it’ll get better in time.
AI can assemble an ad (or describe what it would be). It ain’t pretty, and again, is bound to improve over time.
What AI can’t do yet, and I doubt it’ll do it anytime soon, is have ideas. Good ones, anyway. Ideas that inspire ads that lead to people feeling motivated, nostalgic, happy, hungry and more.
I decided to have AI work on what has become one of the most iconic brands of all time. Nike. Let’s see how it did. I named the AI character AIDAN (see what I did there?).
—
"What AI can’t do yet, and I doubt it’ll do it anytime soon, is have ideas."
—
TIM: “Hey AIDAN, write five taglines for a sports shoe company that tap into an athlete's passion and drive.”
AIDAN:
1. "Unleash Your Inner Champion: Power Your Performance with [Company Name]!"
2. "Dare to Dream, Strive to Achieve: Elevate Your Game with [Company Name]!"
3. "Where Passion Meets Performance: Dominate Every Mile with [Company Name]!"
4. "Harness Your Hunger, Embrace the Grind: Excel in Every Stride with [Company Name]!"
5. "From Dedication to Domination: Chase Your Goals in [Company Name]!"
TIM: “Now just do it in three words.” (see what I did there too?)
AIDAN:
- “Passion Propels Performance”
- “Drive Defines Victory”
- “Ignite Athletic Excellence”
Accurate, yes, but forgettable and uninspired. Not at all what Copywriting legend Jim Riswold did in 1988 with “Just do it.”
Just sayin’.
OK, well let’s keep going and have AIDAN make us a print ad.
TIM: Give me an idea for a print ad that would make someone want to take up jogging
AIDAN: “On it, boss. In fact, I did it faster than you could type the request.”
____________
Headline: "Run Towards a Healthier You!"
Visual: The ad features a vibrant sunrise/sunset scene, casting warm hues across a tranquil park trail. A silhouette of a jogger, depicted in mid-stride, embodies determination and vitality. The landscape exudes serenity, with lush greenery and towering trees lining the path.
Caption: "Embrace the Journey. Discover the Power of Running."
Body Text: "Transform your mornings into moments of empowerment. Feel the rhythm of your heartbeat sync with the cadence of your steps. With each stride, leave behind stress and embrace serenity. Jogging isn't just a workout; it's a journey towards a healthier, happier you.
Experience the rush of endorphins, the clarity of mind, and the strength of spirit. Whether you're chasing goals or finding solace in solitude, let every run be a step forward in your quest for wellness.
Join the movement. Lace up your shoes. Take the first step towards greatness. Start jogging today."
Call to Action: "Ready to embark on your journey? Visit [Website] for tips, inspiration, and community support. Let's run together towards a brighter, healthier future."
Logo: Positioned discreetly at the bottom right corner, showcasing the brand's identity with a tagline like "Empowering Wellness Since [Year]."
I would have asked one of our many talented designers to lay this out for me, but that’s just mean.
The description of the ad and the copy from AIDAN is something you might expect from a student just learning the biz. What I mean by that is a tendency to default to the obvious or expected, rather than mining the truth that is harder to find, but resonates more deeply with the audience.
If you worked on the Nike account at Wieden and Kennedy back in the day (where Jim Riswold did) you would start with the idea. In this case, the idea is that not everyone runs to be a winner of a race. For the vast majority, they run because it’s good for them and is an escape.
Then you would use your craft (designers and writers) to decide on just the right image and write copy where every. word. matters.
And even though W&K’s visual here isn’t terribly unexpected, the insight and idea behind the copy is so thought through, it leads to something like this. Sorry AIDAN. Nice try, kid.
AI is pretty incredible. Is it useful? Heck yes. Is it coming for the jobs in our creative department? Not now, and likely not anytime soon. And if we need to talk about this anymore, no worries. I’ll be back.