The World’s First AI Generated TV ad for Adamed’s Maxon Forte

Delivering AI-generated TV commercial in 50% budget of traditional TV ad within three weeks.

About Adamed Pharma

Adamed, one of the ten largest pharmaceutical companies in Europe, leads the way in next-generation pharmaceuticals. As the first Polish company to delve into innovative therapies in 2001, Adamed has made significant strides in the field. With an investment of 2.1 billion Polish zloty in research and development so far. The company collaborates with top universities and scientific institutes both in Poland and internationally.

  • portfolio of 500 products
  • operates on 78 markets
  • employs over 2,700 employees
Challenge

Producing AI commercial
in predictable way

In the search of innovation Adamed start to collaborate with Mimo.ooo, a creative tech company to deliver a pioneering solution - the first, fully AI-generated TV ad. The agency had to overcome several challenges.

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Ensuring
AI consistency

Diffusion models produce random results, whereas TV production demands consistency in shots, including scenery,  characters or even costumes.

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Transferring
AI copyrights

Television commercials are protected by copyright, so in case of AI production the agency had to involve top law firms to set regulations and guidelines.

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Meeting
pharma restrictions

The script had to be designed to meet the stringent requirements for airing a potency drug advertisement before night airing time.

“We begin our adventure with AI”

We are looking for new solutions, we are open to breaking new ground, and that is how we see the use of AI technology in this project

Maciek Derda
Business Unit Director OTX at Adamed Pharma
PREPARATION PHASE

The strategy behind AI campaign

The campaign strategy was a joint effort of Love TV & Digital and Adamed's marketing department. The script was created by Michal Nowosielski, an award-winning art director, along with director Filip Żolynski. They presented three well-crafted ideas, from which the narrative of Max "a seduction coach" was chosen as the creative foundation for the campaign.

SCENARIO DEVELOPMENT

Crafting Max"a seduction coach" character

Given the regulatory constraints in supplement advertising, where portrayals of doctors or pharmacists are prohibited, a novel approach was required. The solution was Max, a character modeled after seduction coaches popular on Instagram. Max embodies charisma and expert knowledge. Regarding erection issues, he advises men to shift their focus from personal anxieties, to paying attention to their partners. Maxon is positioned as the key to enabling this mindset change.

PRODUCTION

Blending traditional creativity with AI technology

The production process started with character casting based on the casting brief. After choosing the characters, the focus shifted to designing the sets, props, and costumes, like in the traditional commercial production process. The client was then presented with AI-generated storyboards, and upon approval, the team proceeded to create high-quality AI-generated still frames, and animate them into 15 shots using a suite of 8 different AI tools. The process took less than three weeks.

TEAM COMMENTS

Creators about the project

When it comes to AI ads, the biggest challenge is to be aware of how the available tools work and how to build a pipeline of them that will assure predictable results.

Filip Zolynski
Commercial Director

During the production, we faced AI challenges such as achieving natural character movement and consistent look. Thanks to our AI workflow, we were able to eliminate most errors. Using the right tools, we achieved smooth movement with minimized image distortion, what is a significant breakthrough in our industry.

Szymon Maslowski
AI Production Engineer at mimo.ooo

The Adamed team understands that the world is changing and soon we will be living in a different advertising reality. Their trust, visionary and bold approach allowed us to break the long-standing status quo in commercial production, introducing innovative solutions.

Marcin Lunkiewicz
CEO at mimo.ooo

Going live

Finally, on January 8th, the "Max - the Seduction Coach" 30-second advertisement was broadcasted across major TV channels. The ad is a compelling demonstration of AI’s ability to create complex, engaging, and visually appealing scenes.

BENEFITS

Speed, Cost Efficiency, and Creative Flexibility

This innovative approach to advertising has not only set a precedent in the industry but has also brought forth a suite of tangible benefits for Adamed Pharma.

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50% Cost reduction

The AI-driven production process proved to be more cost-effective than traditional methods without compromising quality.

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Faster production timeline

In the fast-paced world of pharmaceutical ads, where timing can be critical, the agility provided Adamed is a competitive edge.

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Creative Flexibility

Thanks to AI technology, Adamed could explore a variety of scenarios, characters, and shots, all within the budget.

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Predictability and Consistency

Despite the pioneering use of AI, the final product was not only innovative but also aligned with brand and marketing objectives.

Exceeding clients expectations

The ad went through the testing process with Kantar LinkAI, an AI-based tool, for testing the effectiveness of TV advertising. The result exceeds the expectation, and it scored better than other benchmarks, especially in terms of distinctiveness.

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Great test results
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Decreased production costs
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Fast time to market

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