Toys"R"Us releases first AI TV commercial using Sora. What does this mean for creatives?

It wasn't too long ago we were introduced to Sora, Open AI's text-to-video generator, providing up to 1-minute video files in response to a text prompt. Upon public release, we were shown the potential of the software, and for a relatively new phenomenon, it was nothing short of jaw-dropping.

It did however raise questions over its use and the impact it could have on the industry. The answer it seems is quite a big one, with the first Sora AI-generated TV commercial being released by a major brand.

Around two weeks ago, the major toy retailer Toys"R"Us, released what it claims to be the "first-ever brand film created by Sora", depicting the story of the conception of the shop.

Toys"R"Us states, "We are thrilled to partner with Native Foreign to push the boundaries of Sora, a groundbreaking new technology from OpenAI that's gaining global attention. Sora can create up to one-minute-long videos featuring realistic scenes and multiple characters, all generated from text instruction".

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