When AI Dreams: The Viral Adidas Ad That Wasn’t Real

It all began with a vision — a captivating glimpse into a future where technology and creativity intertwine seamlessly. Some time ago, a speculative advertisement for Adidas, crafted entirely using artificial intelligence, emerged from the mind of filmmaker Blair Vermette. This wasn’t your ordinary ad campaign. It featured a stunning “Floral” collection that seemingly danced off the screen, showcasing vibrant apparel set against Japanese-inspired backdrops. The rhythm of Megan Thee Stallion’s “Mamushi” completed the hypnotic tableau, leaving viewers awestruck and eager.

But there was a twist: this collection didn’t exist. The advertisement was not an official Adidas campaign but a product of AI creativity, realized through tools like RunwayML, Midjourney, Adobe Creative Suite, and Topaz. Despite its unofficial status, the ad went viral, blurring the lines between reality and imagination. Consumers clamored for products that hadn’t yet been designed, let alone manufactured.

This phenomenon raises profound questions about the evolving role of AI in advertising and marketing. Not only does it challenge traditional notions of creativity, but it also demonstrates how AI can reduce costs and risks for manufacturers by enabling virtual product testing and market predictions before investing in real-world production. How could an imagined product evoke such real anticipation? To answer this, we must dive into the interplay between technology, storytelling, and human psychology.

The Power of Speculation

At its core, advertising has always been about capturing attention and sparking desire. AI-enhanced creativity, as seen in Vermette’s speculative ad, elevates this principle to new heights. The realism of the visuals, coupled with the emotional resonance of the music, created a multisensory experience that transcended traditional advertising boundaries. According to a study published in Psychology & Marketing (2020), emotionally engaging advertisements are 30% more likely to drive consumer…