Toys “R” Us has seen a wave of backlash after releasing its latest advertisement, fully created using OpenAI’s generative video artificial intelligence tool Sora.
The ad depicts the American toy retailer’s founder Charles Lazarus as a child and his vision to create the Toys “R” Us store and its mascot Geoffrey the Giraffe. The ad was created by the firm’s in-house studio and creative agency Native Foreign.accompanying the ad, the toy retailer touted its AI-generated film as “leaping ahead of the curve” as the first major ad created purely by OpenAI’s text-to-video tool.
“Charles Lazarus was a visionary ahead of his time and we wanted to honor his legacy with a spot using the most cutting-edge technology available,” Toys “R” Us chief marketing officer Kim Miller Olko said in a statement.Others lashed the ad from a technical standpoint for its lack of visual continuity, including noticeable changes in the character’s bodily features and clothing throughout the 66-second clip.“This is not the way.
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