Digiday Publishing Summit

Connect with execs from Axios, The New York Times, Paramount and more.

VIEW PASSES

Ridley Scott Goes Back to His Ad Roots

Before English film director and producer Ridley Scott was making silver screen hits like “Blade Runner” and “Gladiator,” he was directing commercials for London agencies. Now he’s going back to his roots with this new animated short film that he’s made for Coca-Cola featuring the brand’s iconic animal ambassadors: polar bears.

Scott sets up a whole polar bear family for the video, complete with loving mother, serious father, and a host of siblings from toddler to teen. Scott gives the traditionally non-speaking polar bears personalities and speech in this cute family adventure. (Advertising likes nothing more than anthropomorphic animals, after all.) Think “Happy Feet” but staring polar bears. And try not to think about those sad PSA commercials about how polar bears are dying out.

Image via Flickr by Shan213

More in Marketing

To manage 300,000 creators, Unilever automates everything but the relationship

Unilever is using AI to vet creators and automate workflows as it scales a 300,000-creator network without handing over creative decisions.

Nike versus Adidas: Who’s spending more in race to claim the World Cup crown?

With the World Cup at the midway point, ad spend estimates show the apparel rivals taking opposite tacks in their media approaches.

Platforms’ AI dilemma: scale without sameness

Using AI to create content risks a lot of it looking the same. But the platforms agree creativity will always come from humans.