So, legally, since AI output is public domain, Pepsi (or someone else) could theoretically take this trailer and replace all the Coke logos with Pepsi, and then republish it as theirs, couldn't they?
Honestly, while Pepsi isn't a great company either, if they made an ad pointing out how much "their competitor" spent in water, electricity, etc. on making an ad using AI, and then included that "since AI-generated content can't be copyrighted, we stole it and paid an intern 1 million dollars to replace the logo with our own" and then just play the ad with the trucks drawn over like in a school notebook to be blue pepsi trucks with the pepsi logo.
I think if a big company went all in on being a world-class AI hater, they'd do really well. It's kinda a huge untapped market as consumer sentiment against AI grows because it's being pushed so hard.
They can probably reuse the individual clips, but not this exact edit. The edit was still done by a human. AI can't produce an entire coherent sequence of different clips. Generative AI basically can't produce clips longer than 10 seconds without going wonky, it can't even transition to a different camera angle in the same clip. Also the audio and music in this ad is copyrighted.
IANAL, but from my understanding, anything output from an AI is public domain, although specifically and only the parts that were AI generated.
For example, there was a comic released a little while ago using AI images. The text, and layout could be copyrighted but not the images. From my understanding, this means in games, you can rip imdividual textures and resources, and reuse them, but not the full game. I think that would also make basically the entire coke commercial public domain (so long as the trademark is obscured), since the whole thing is AI generated.
The Coke ad is still edited by a human though. So you probably can't use the same shot for shot sequence. Like if you created a movie by editing clips together from public domain movies you created a derivative work and that work is copyrightable. Even if you don't own the copyright on the individual clips you own the copyright on the new creative expression. So people can't just copy your exact edit. Like the idea is not copyrightable but the execution of that idea is.
But it doesn't really matter for the ad if it's the same exact truck, 99% of viewers will never notice and Coca Cola saved thousands on the production on the ad. Not saying it's good, just stating that's why they allowed the inconsistent truck into the ad.
Another point that just came to me: Ads are the most effective if the customer doesn't know about the product being advertised. Everybody already knows about Conk. (I'm referring to them as "Conk" now). So, Conk probably doesn't need that annual "Holidays are coming" ad.
Become an expert consultant on having just the right amount of AI bullshit in your ads to generate a ton of free engagement (like this thread) without taking away from the effect in people casually watching it who hopefully won't notice.
Seriously, discussion over this, here and elsewhere, has forced more Coca-Cola branding into my brain than I think I've seen in the past year.
They spent millions on this and did something like 27,000 prompts just to get this. It would have hasne cheaper and easier to just hire an animation team
It matters a little more I think, because Coke’s aesthetic is a part of “Americana” - people collect vintage Coke advertising. (And it’s a broad enough hobby to have niches; I had a professor that was specifically focused on how African Americans have been depicted in Coke ads in his collecting)
If you put any stock into what capitalism promises - Coke ads are supposed to be the best of the best. Coke doesn’t need to advertise to inform you that Coke exists. Coke holiday ads are supposed to be a spectacle, to encourage you to associate things like Christmas itself with the soda. Their advertising has changed how Americans picture Santa even. There were good artists who got paid, and you got advertising that was more to be trying to make you feel positive feelings/some appreciation of the aesthetics.
It’s just another symptom of late stage capitalism - that the interaction between the business and the customer must be hostile. They can’t pretend that their advertising is meant to be for our benefit. Like yeah, obviously as cynic lemmings we know advertisers are always full of shit, but I think for most normies the Coke ads have always been at least mildly interesting part of seeing a movie during the Christmas season.
There are a couple of placeholder ads put on billboards by the billboard company where I live, and one of them literally says "can't block this ad, huh?" The hostiliy has become palpable.
If you're concerned 😟 about giving conk free publicity, maybe avoid saying the true name of conk. Publicity has the most effect when people don't know about the product being advertised. So by calling it conk, you make it harder for people who don't know conk to learn about conk.
In one of the 'behind the scenes' videos they briefly show a comfyui workflow, essentially a 'video to video' workflow. Secret Level most likely makes a very basic 3d animation for the video model to iterate on, essentially slapping on an 'AI filter'. That's probably why it took so many people too. They are using ltx-video-2b-v0.9 for those wondering.
Where the '70000 prompts' number comes from, I have no fucking idea.
Coca cola does so many more evil things than this, an AI ad is relatively nothing. I am mainly just looking into Secret Level here.
I'm now imagining the model spitting out credible trucks and them demanding botched trucks to boost engagement by people mocking the AI ness of the ads.
Spending tens, or even hundreds of thousands of pounds on a digital marketing ad campaign, and then using AI generated slop for the actual ads themselves, is a very expensive way of telling people you like to cut corners.
And the ad did exactly what it was intended to do. Getting everyone to talk about it. Any attention, is good attention, when their advertising is literally there to remind you that they exist.
78 Comments
Poayjay@lemmy.world · 159 pts · 271d
Nothing says happy holidays like a statistical approximation of a truck!
cv_octavio@piefed.ca · 56 pts · 271d
JayFonduh@lemmy.org · 17 pts · 271d
unzips wallet
ZDL@lazysoci.al · 17 pts · 270d
I am so glad you finished that with "wallet".
Klear@quokk.au · 9 pts · 270d
meat wallet
PlzGivHugs@sh.itjust.works · 81 pts · 271d
So, legally, since AI output is public domain, Pepsi (or someone else) could theoretically take this trailer and replace all the Coke logos with Pepsi, and then republish it as theirs, couldn't they?
Bubs12@lemmy.cafe · 41 pts · 271d
They could but why would they want to use such a shitty ad to sell their product?
PlzGivHugs@sh.itjust.works · 62 pts · 270d
Because it would be very funny.
monkeyslikebananas2@lemmy.world · 19 pts · 270d
For the attention? They could call it an ad campaign.
MrMcGasion@lemmy.world · 13 pts · 270d
Honestly, while Pepsi isn't a great company either, if they made an ad pointing out how much "their competitor" spent in water, electricity, etc. on making an ad using AI, and then included that "since AI-generated content can't be copyrighted, we stole it and paid an intern 1 million dollars to replace the logo with our own" and then just play the ad with the trucks drawn over like in a school notebook to be blue pepsi trucks with the pepsi logo.
I think if a big company went all in on being a world-class AI hater, they'd do really well. It's kinda a huge untapped market as consumer sentiment against AI grows because it's being pushed so hard.
JcbAzPx@lemmy.world · 5 pts · 270d
Pepsi absolutely would have done that in the '90s. They were hardcore into hater ads back then.
SkunkWorkz@lemmy.world · 12 pts · 270d
They can probably reuse the individual clips, but not this exact edit. The edit was still done by a human. AI can't produce an entire coherent sequence of different clips. Generative AI basically can't produce clips longer than 10 seconds without going wonky, it can't even transition to a different camera angle in the same clip. Also the audio and music in this ad is copyrighted.
Gladaed@feddit.org · 3 pts · 270d
I am not sure if a work derived from output still would be. Otherwise a lot of games will have to get surprise public domained.
PlzGivHugs@sh.itjust.works · 11 pts · 270d
IANAL, but from my understanding, anything output from an AI is public domain, although specifically and only the parts that were AI generated.
For example, there was a comic released a little while ago using AI images. The text, and layout could be copyrighted but not the images. From my understanding, this means in games, you can rip imdividual textures and resources, and reuse them, but not the full game. I think that would also make basically the entire coke commercial public domain (so long as the trademark is obscured), since the whole thing is AI generated.
SkunkWorkz@lemmy.world · 4 pts · 270d
The Coke ad is still edited by a human though. So you probably can't use the same shot for shot sequence. Like if you created a movie by editing clips together from public domain movies you created a derivative work and that work is copyrightable. Even if you don't own the copyright on the individual clips you own the copyright on the new creative expression. So people can't just copy your exact edit. Like the idea is not copyrightable but the execution of that idea is.
JcbAzPx@lemmy.world · 2 pts · 270d
Editing is very weak copyright. They would be unlikely to win a case on that alone.
Meron35@lemmy.world · 73 pts · 270d
Saledovil@sh.itjust.works · 46 pts · 270d
Remember: Drink water, or a similar non-coca-cola substance.
Also, a consistent truck design is something a human at any skill level would have gotten right.
FrostyTheDoo@lemmy.world · 11 pts · 270d
But it doesn't really matter for the ad if it's the same exact truck, 99% of viewers will never notice and Coca Cola saved thousands on the production on the ad. Not saying it's good, just stating that's why they allowed the inconsistent truck into the ad.
decended_being@midwest.social · 6 pts · 270d
And the publicity of being another AI ad.
Saledovil@sh.itjust.works · 1 pts · 269d
Another point that just came to me: Ads are the most effective if the customer doesn't know about the product being advertised. Everybody already knows about Conk. (I'm referring to them as "Conk" now). So, Conk probably doesn't need that annual "Holidays are coming" ad.
roscoe@lemmy.dbzer0.com · 40 pts · 270d
Idea for a new job:
Become an expert consultant on having just the right amount of AI bullshit in your ads to generate a ton of free engagement (like this thread) without taking away from the effect in people casually watching it who hopefully won't notice.
Seriously, discussion over this, here and elsewhere, has forced more Coca-Cola branding into my brain than I think I've seen in the past year.
can@sh.itjust.works · 33 pts · 271d
They already did last year.
ilovepiracy@lemmy.dbzer0.com · 30 pts · 271d
I don't really get the outrage, "Soulless corporation does soulless thing". Colour me shocked.
BakerBagel@midwest.social · 44 pts · 271d
They spent millions on this and did something like 27,000 prompts just to get this. It would have hasne cheaper and easier to just hire an animation team
snooggums@piefed.world · 17 pts · 270d
The end result would have been better as well.
slaacaa@lemmy.world · 3 pts · 270d
This is what I also don’t understand
andros_rex@lemmy.world · 21 pts · 270d
It matters a little more I think, because Coke’s aesthetic is a part of “Americana” - people collect vintage Coke advertising. (And it’s a broad enough hobby to have niches; I had a professor that was specifically focused on how African Americans have been depicted in Coke ads in his collecting)
If you put any stock into what capitalism promises - Coke ads are supposed to be the best of the best. Coke doesn’t need to advertise to inform you that Coke exists. Coke holiday ads are supposed to be a spectacle, to encourage you to associate things like Christmas itself with the soda. Their advertising has changed how Americans picture Santa even. There were good artists who got paid, and you got advertising that was more to be trying to make you feel positive feelings/some appreciation of the aesthetics.
It’s just another symptom of late stage capitalism - that the interaction between the business and the customer must be hostile. They can’t pretend that their advertising is meant to be for our benefit. Like yeah, obviously as cynic lemmings we know advertisers are always full of shit, but I think for most normies the Coke ads have always been at least mildly interesting part of seeing a movie during the Christmas season.
Rooty@lemmy.world · 12 pts · 270d
There are a couple of placeholder ads put on billboards by the billboard company where I live, and one of them literally says "can't block this ad, huh?" The hostiliy has become palpable.
jonathan@piefed.social · 4 pts · 270d
Fwiw, that's just an ad for ad buyers.
Rooty@lemmy.world · 2 pts · 270d
Yes, exactly.
Treczoks@lemmy.world · 30 pts · 270d
So it is not just AI slop, it is bad AI slop. They didn't even spend the money to find someone who is capable to write the right prompts.
KeenFlame@feddit.nu · 2 pts · 270d
I have to ask, are you an amazing prompt engineer when it comes to very specific porn?
Treczoks@lemmy.world · 7 pts · 270d
Nope, I don't play AI.
KeenFlame@feddit.nu · -16 pts · 270d
That sounds exhausting, hope you recover better than ever
LodeMike@lemmy.today · 22 pts · 271d
Can you please make a version of this where the pictures on the right are higher resolution? Perhaps 2x?
Denjin@feddit.uk · 9 pts · 270d
Here you go:
LodeMike@lemmy.today · 2 pts · 270d
Pog 🥹
ObstreperousCanadian@lemmy.ca · 7 pts · 271d
Enhance!
Damage@feddit.it · 6 pts · 271d
With AI
Denjin@feddit.uk · 2 pts · 270d
Denjin@feddit.uk · 1 pts · 270d
drmoose@lemmy.world · 21 pts · 270d
and look at that - you advertise their product for free. Seems like AI ads worked huh
Tattorack@lemmy.world · 9 pts · 270d
Working to get me buying local brands. Fuck Coca Cola. Long ass history of being an evil Corpo. This is just one more damn thing they're doing.
WestVaginia@ani.social · 5 pts · 270d
I drink water.
It's hard to avoid the Coke company though, they have their hand in almost everything.
Saledovil@sh.itjust.works · 1 pts · 266d
If you're concerned 😟 about giving conk free publicity, maybe avoid saying the true name of conk. Publicity has the most effect when people don't know about the product being advertised. So by calling it conk, you make it harder for people who don't know conk to learn about conk.
YourMomsTrashman@lemmy.world · 20 pts · 270d
It's not pure AI, it's weirder than that.
In one of the 'behind the scenes' videos they briefly show a comfyui workflow, essentially a 'video to video' workflow. Secret Level most likely makes a very basic 3d animation for the video model to iterate on, essentially slapping on an 'AI filter'. That's probably why it took so many people too. They are using ltx-video-2b-v0.9 for those wondering.
Where the '70000 prompts' number comes from, I have no fucking idea.
Coca cola does so many more evil things than this, an AI ad is relatively nothing. I am mainly just looking into Secret Level here.
jj4211@lemmy.world · 3 pts · 270d
I'm now imagining the model spitting out credible trucks and them demanding botched trucks to boost engagement by people mocking the AI ness of the ads.
GreenKnight23@lemmy.world · 20 pts · 270d
and yet here we are, talking about coke.
sureshot@discuss.online · 15 pts · 270d
crmsnbleyd@sopuli.xyz · 3 pts · 270d
there's coke? where?
BeMoreCareful@lemmy.world · 16 pts · 270d
I feel like they use enough water as is.
zqwzzle@lemmy.ca · 13 pts · 271d
A sloth and panda also make an appearance, animals that are commonly seen in winter environments.
YourMomsTrashman@lemmy.world · 3 pts · 270d
Animals that famously get excited over coca cola(tm)
rob_t_firefly@lemmy.world · 13 pts · 270d
Someone put it best in a post published yesterday by the Anon Opin account:
kazerniel@lemmy.world · 11 pts · 270d
I love how someone put in the work to illustrate the "designs" :D Contempt can be a great motivator.
kandoh@reddthat.com · 11 pts · 270d
Free and fast will beat good and perfect everytime.
ivanafterall@lemmy.world · 6 pts · 270d
My love life in a nutshell.
maus@sh.itjust.works · 9 pts · 270d
And the ad did exactly what it was intended to do. Getting everyone to talk about it. Any attention, is good attention, when their advertising is literally there to remind you that they exist.
grue@lemmy.world · 14 pts · 270d
Hmm, yes, because the world is definitely in danger of forgetting about the obscure brand -- checks notes -- "Coca Cola."
hark@lemmy.world · 6 pts · 270d
It reminded me that garbage exists and that I will continue to never buy it. Now I just hate it even more.
SlartyBartFast@sh.itjust.works · 8 pts · 270d
Coca cola fucking sucks. Drink water, unless you're afraid of giving up the shit with which we were raised
Tattorack@lemmy.world · 5 pts · 270d
Well... Club Mate makes a damn good cola. Probably because it's much less sweet...
SlartyBartFast@sh.itjust.works · 3 pts · 270d
I thought Club Mate was a sex club?!?
pyre@lemmy.world · 3 pts · 270d
that's Club Meat
albbi@piefed.ca · 2 pts · 270d
Pretty sure it was Mate Club.
Tattorack@lemmy.world · 3 pts · 270d
It's a German soda, with reduced sugar and making use of mate, a plant with high caffeine.
MrShankles@reddthat.com · 7 pts · 270d
Trucks 3, 8, and 10 are all the same... whaddo I win?
moseschrute@lemmy.world · 5 pts · 270d
We know you’re human… for now
zipzoopaboop@lemmynsfw.com · 6 pts · 271d
*again
warm@kbin.earth · 6 pts · 271d
Even worse is the video they made explaining it.
dickalan@lemmy.world · 1 pts · 270d
Who did
warm@kbin.earth · 1 pts · 270d
Coca cola
dickalan@lemmy.world · 1 pts · 270d
Gross so they tried to manufacture consent for a really shitty commercial, that's just awful
warm@kbin.earth · 1 pts · 270d
Made an AI video to try and justify their AI video yeah, fucked up.
IndridCold@lemmy.ca · 4 pts · 270d
To be honest, I don't know anyone who drinks that boomer juice on a regular basis.
PhilipTheBucket@quokk.au · 4 pts · 271d
In case the relentless and horrifying "singing" hadn't given it away
skulkbane@lemmy.world · 4 pts · 270d
Just ignore it, they want the attention they got last year after doing this.
Dialectical_Specialist@quokk.au · 2 pts · 271d
This meme brought to you buy AI™
biofaust@lemmy.world · 2 pts · 270d
It's the Regan McNeil sloth that haunts my dreams.
Mwa@thelemmy.club · 1 pts · 270d
EWWW
RaivoKulli@sopuli.xyz · -5 pts · 270d
Won't someone think of the cinsistency of the soda truck in the soda commercial lmao