BODY ARMOR

field of fake

ai-generated
super bowl 48 spot

Body Armor is the only major sports drink with 100% natural ingredients so we created buzz with 100% artificial footage.

We made a comment about the field of fake ingredients with a fully AI generated hallucination of the big game. Hundreds of clips were generated and composited to make a 4K-ready spot that cut to a montage of Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan, and more exceling at their sport.

Performance: 3.58B Editorial Impressions, 52.8M Earned Social Reach, 144 Earned Editorial Placement

Recognition: AdAge Best of 2024, AI / Hatch Awards: 3x Silver, Bronze / Adweek / Forbes / ESPN / Good Morning America / CBS Sports / ABC News

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“This is freaking uncanny as hell.”

— @alecrechtiene558

Agency: Full Contact

Production: Buoy Studio

“Love the AI --”

— @superbowladman

“It looks funny.”

— @woon
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