This Milton Beer commercial by Agency 1351 in Italy is explained as follows:
Two strangers meet in a lift on the worst day of their working lives, both clutching a cardboard box. They go for a pint and, instead of feeling sorry for themselves, discover they have something in common that will take them a long way.
This commercial breaks the unwritten rules of beer advertising — no beach, no beautiful people, no sunset — and focuses entirely on the quiet resilience of ordinary men.
Entirely AI-produced.
Interestingly enough, Agency 1351 is actually a lone White male copywriter producing AI-generated content—who was likely laid off himself and/or is creating commercials that will ultimately lead to layoffs at traditional White advertising agencies, production companies, talent firms, post-production vendors, and more.
Oh, and the AI-generated commercial promoted as content that “breaks the unwritten rules of beer advertising” is breaking tenets of advertising; that is, the concept is generic, and the execution lacks distinctiveness.
A real creative director would’ve crushed the idea like an empty beer can during the brainstorm stage.
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