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McCann pitted the robot against human creative director Mitsuru Kuramoto to create an ad for Clorets Mint Tab that conveyed the message: "Instant-effect fresh breath that lasts for 10 minutes."
The client was asked to fill out a form with all the elements they wanted to appear in the ad. The AI robot then scrambled the database for ideas (humans were required to actually produce the final creative).
The two spots would then be thrown to a nationwide poll, where consumers could vote for which ad they preferred. See if you can guess which ad was created by a human and which was created by a robot...
The robot creative director directed a TV ad for Mondelez Japan and a human CD did as well. Guess which ad the audience liked best?