Iklan Raya A.I.dilfitri

Agency

Fastman Studios

Client

Julie’s Manufacturing Sdn Bhd.

Product/Service

Julie's Love Letters

Brief

Raya is a season of celebration, and also a watershed marketing period when many Malaysian brands release Raya films. Traditionally dominated by tearjerker soap opera-esque films, Julie’s has always taken a different approach — by flipping the script on gender stereotypes, using their signature irreverent humour. We wanted to do the same again, but with an even bigger twist.

Solution

This year, we addressed deeply entrenched values and beliefs about gender biases. The twist: we told the story in a current yet unlikely space — Artificial Intelligence.

We achieved this by creating a 7-minute film, focused on the biases of AI. The story features a team of two marketing professionals and their client, who attempt to develop a Raya commercial using ADGPT, a fictional A.I. chatbot. But each prompt that is entered into ADGPT results in bizarre scenarios that get increasingly worse (and hilarious) as the team tries to dismantle the stereotypes depicted.

The film culminates in the team being sucked into the ADGPT world, where they speak to ADGPT herself, and learn that AI biases are in fact borne from the very people who use AI: humans.

The phrase “Kosong-kosong, kan?” is also used to drive the message at the end. A common Malay phrase for the idea of burying the hatchet and starting over, it also poignantly describes how we can correct A.I.‘s biases, by starti