Toys'r'us brand killed one more time - by generating an uncanney valley AI ad.

Toys "R" Us has stirred the digital pot with their latest advertisement, crafted entirely using OpenAI's Sora tool, a move that has not gone down well with everyone. The ad attempts to narrate the origin story of the brand through the eyes of its founder, Charles Lazarus, depicted in a dream-like sequence. However, the reception has been as mixed as a bag of mismatched Lego pieces.

The creative community and X users have been vocal with their critiques. Many have pointed out the unsettling nature of the AI-generated visuals. The portrayal of young Lazarus was particularly criticized for its lack of consistency, with one user comparing the character's shifting appearance to figures in a "weird dream." The general consensus seems to be that the ad missed the mark on capturing the essence of childhood imagination, instead delivering what's been dubbed as "soulless AI slop."

Technical flaws were also highlighted, like the unnatural movements and the bizarre distortions in supposedly simple objects, suggesting that while AI can create, it often does so with the finesse of a toddler playing with clay. Critics argue that this not only devalues human creativity but also raises concerns about the environmental cost of running such energy-intensive AI processes.

Despite the backlash, Toys "R" Us defended the ad as an innovative step. Kim Miller Olko, the company's Global Chief Marketing Officer, praised the use of cutting-edge technology to honor Lazarus's vision, aiming to evoke nostalgia and connect with consumers in novel ways. However, the general public, along with artists and tech skeptics on X, seem to feel that this attempt at innovation has instead highlighted the current limitations of AI in replicating human creativity and emotion.

Client: ToysRus