漢堡王惡搞“AI”：人工智能不能代替創意

數英評分

收藏7 評論1

舉報 2018-09

掃描,分享朋友圈

人工智能一直以來都是一個熱門話題，當大多數人都在推崇人工智能可以改變世界，并且可以代替人們工作時，漢堡王有著不同的看法。

最近，漢堡王將以往的廣告片進行了二次創作，公開調侃人工智能。在每支視頻的開頭，漢堡王都標注了：“This Ad was created by artficial intelligence.”（這支廣告是由人工智能制作的。）

漢堡王的官方推特為了“證實”，還在官方推特上放出了證據。

而視頻中的內容也是讓人大開眼界，因為短短15秒鐘的廣告充斥著各種奇怪的槽點，牛頭不對馬嘴的文案、完全不清晰的邏輯、以及機器人口吻毫無感情的旁白。

同時，此系列廣告也在電視臺進行了廣泛傳播，漢堡王望借助人工智能來向更多的消費者傳達產品本身的溫暖度。

BK Bot 92 Whoppers

“The Whopper is back. It never left, but it’s back.”
皇堡回來了，它從未離開，但是還是回來了。
"Flame-grilled, just like you."
它經過火烤，就像你一樣。
"With vegetables fresh and flying, just like you."
蔬菜很新鮮而且飛揚，就像你一樣。
"The Whopper lives in a bun mansion - just like you. "
皇堡住在一個圓形面包大廈里，就像你一樣。
"Order yourself today. Burger King, have it Uruguay."
今天點一個你自己吃。漢堡王，烏拉圭。
"Burger king logo appears."
漢堡王的Logo出現了。

BK Bot Chicken Persons

"The Chicken crossed the road to become a sandwich."
一只雞穿過馬路，變成了三明治。
"Burger King encourged the chicken made with white meat chicken."
漢堡王鼓勵這只雞用雞胸肉制作。
'On a Bed of lettuce for you to sleep on, bed of mayonnaise for you extra sleep."
你可以睡在用生菜做的床上，額外的蛋黃醬會使你睡的更香。
"The chicken sandwich from Burger King taste like bird."
來自漢堡王的雞肉三明治，像是在吃小鳥一樣。
"Burger king logo appears."
漢堡王的Logo出現了。

BK Bot Tastes Likes Math

“Gender reveal bad. Tender reveal young. "
性別揭露了不好的一面，脆皮揭露了年輕。
"It is a boy bird with crispy chicken tenders from Burger Thing. "
一只公鳥拿著漢堡店的脆皮雞。
"Like eleven-der, but minus one. Math is tasty."
就像11，但是減去1。數學很美味。
“Tender plus sauce equals romantic dinner. Eat the math.”
脆皮雞加醬料等于浪漫的晚餐。吃掉數學吧。
"Pick 2 of these for 6 money."
從6個中選2個6美金。
"Burger King Logo appears."
漢堡王的Logo出現了。

漢堡王全球品牌營銷主管Marcelo Pascoa表示：

“人工智能、機器人、機器學習、深度學習算法、區塊鏈技術等等都是我們探索未來市場的重要主題。但是我們一定要避免迷失在技術創新和一堆流行詞的海洋里，然后忘記了什么才是最重要的，那就是想法和創意。人工智能不能代替人類的偉大的創意?！?/p>

職員表Credits：
Agency: David Miami
Managing Director / Global COO: Paulo Foga?a
Executive Creative Director: Ricardo Casal
Executive Creative Director: Juan Javier Pe?a Plaza
Senior Art Director: Jean Zamprogno
Senior Copywriter: Fernando Pellizzaro
Art Director: Andy Tamayo
Copywriter: Alexander Allen
Copywriter: Nellie Santee
Creative Coordinator: Cristina Cornejo Ayala
Head of Global Production: Veronica Beach
Producer: Kelly Allen
Senior Business Affairs Manager: Barbara Karalis
Head of Account Management: Carmen Rodriguez
Account Director: Stefane Rosa
Creative Consultant: Keaton Patti
Client: Burger King
Global Chief Marketing Officer: Fernando Machado
Head of Global Brand Marketing: Marcelo Pascoa
Sr. Brand Manager of Global Marketing: Rogelio Maga?a
Head of Marketing for North America: Renato Rossi
Marketing Communications Lead for North America: Diego Suarez
Advertising and Merchandising for North America: Nicole Alevizos
Media for North America: Madeline McDermott
Digital for North America: Flavia Guetter
Cosmo Street Editorial
Editor: Jeff Grippe
Assistant Editor: Andrew Corrales
Producer: Kacie Gomez
EP: Yvette Cobarrubias
Radio + Audio: Beacon Street Studios
Mixer: Amber Tisue
Mix Assistant: Aaron Cornacchio
Senior Mix Producer: Kate Vadnais
PR: Alison Brod Marketing + Communications
Senior Vice President: Brooke Scher Mogan
Director: Adrianna Lauricella
Digital: MullenLowe Boston
Executive Creative Director: Dustin Johnson
VP, Account Director: Kerry McKibbin
Account Supervisor: Alison Whisenant?
Account Executive: Caroline Bailey
Strategy Director: Mike Cassell
Social Media Strategist: Jimmy George
Content Writer: Arielle Mulgrew
Media: Horizon
Assoc Brand Group Director: Stephanie DeFlora
Supervisor: Grant Askin
Activation: Joan McDermott, Traci Rosen