The Japanese automaker has teamed up with the Oscar-winning director Kevin Macdonald to create the ‘perfect’ ad, which it is billing as the first commercial scripted by artificial intelligence.
The 60-second spot is entitled Driven by Intuition and directed by Macdonald, working from a script that was developed by IBM’s Watson AI system. Macdonald’s credits include The Last King of Scotland and the Whitney Houston biopic Whitney. The storyline itself along with the script was created using AI along with technical partner Visual Voice, IBM and Lexus’s creative agency The&Partnership. The agencies collaborated with the IBM Watson team to use AI to analyze 15 years’ worth of footage, text and audio for car and luxury brand campaigns that have won Cannes Lions awards for creativity, as well as a range of other external data. More »