Creative Malt. Vol 5

Since our last edition, the world hasn’t disappointed. The Paris Olympics served up a strange new take on breakdancing, while a French pole vaulter’s medal dreams came crashing down—thanks to an unfortunate clash with his own pole. In U.S. politics, name-calling has become the new norm, with Republicans hurling "weirdo" at Democrats, only to stumble when they mocked Tim Walz’s neurodiverse son. And over in Springfield, should Santa’s Little Helper be on edge as the townsfolk develop a taste for cats and dogs?

Let’s dive in...

Wrestle Mania of Power: AI Meets Wrestling—Well, Sort Of

Now, here’s something we didn’t see coming: AI-generated videos introducing world leaders as pro wrestlers. No actual wrestling, but the introductions alone are enough to make you wonder - imagine Joe Biden squaring off with Vladimir Putin or Macron vs. Xi Jinping… This mix of Midjourney-generated visuals and Luni animation is bizarre, hilarious, and fascinating all at once. With AI conjuring everything from music videos to political satire, it seems nothing is off-limits. As wild as it sounds, it leaves us questioning - are we on the brink of an era where AI takes over even our most outlandish fantasies? For now, it’s just fun to watch.

Self-Funded Films: Genius, Hype, or Just Plain Embarrassing?

Ah, the art of self-funding your passion project. The upcoming film Megalopolis had everyone talking... Is it a misunderstood masterpiece or simply riding a wave of hype? The trailer has certainly sparked conversation by featuring quotes about classic films like The Godfather and Apocalypse Now (amongst others), all claiming they were once doubted by critics before becoming timeless hits.

The twist? Those quotes were completely fabricated using AI, and it seems no one bothered to fact-check them. The trailer was swiftly taken down. But don’t worry—we managed to get our hands on it. The real question remains: will Megalopolis go down in history as a misunderstood work of genius, or will it be remembered for this PR stunt?

Brands Embracing Bold Creativity

In the world of advertising, bravery is key. Brands like CeraVe have shown that daring to take risks can lead to big rewards. Their recent Super Bowl ad, featuring Michael Cera and driven by humour, was a resounding success. Now, they’re enhancing their youthful vibe by exploring new and unexpected territories, creating what appears to be a rom-com movie trailer. In fact it’s an ad and a very bold move for a brand that might have once seemed conventional. Take a look for yourself.

Then there’s KFC, who truly hit it out of the park with their ‘Believe in Chicken’ campaign back in June. In a world where trust is hard to come by, KFC played right into that vibe with a powerful message. They began with cryptic teasers that piqued curiosity. Their game plan included parking trucks outside Parliament during the UK general election with cheeky slogans like ‘Lost All Belief’ and ‘Trust in Cluck’. This all built up to a spectacular chicken dance ad. It’s a masterclass in generating hype and tapping into the current climate of scepticism, showing once again that KFC truly knows how to make an impact.

Meanwhile, John Lewis is going back to its roots, reviving its iconic slogan “Never Knowingly Undersold.” We can’t wait to see how this will play into their Christmas campaign. Stay tuned!

Co-op’s Creative Spark: A Human Touch in a Digital Age

Co-op has unveiled a fresh, engaging advert featuring a charming animation of a receipt. The concept - original and visually striking - embraces a more grounded presence. It’s a great example of how a brand can stand out by staying true to its core principles rather than following the AI trend. The behind-the-scenes footage reveals the thoughtful craftsmanship and human touch that sets this ad apart. With VCCP’s creative expertise, Co-op delivers a message that resonates deeply, showcasing a genuine connection with its audience.

Street Photography and Simplicity

In the world of artistry, we see that there’s something beautiful in simplicity. The NY Marathon got a unique treatment thanks to street photographer Christian Delfino. His focus on the simplest element - the drink - managed to capture the essence of the event in a way that only a true artist can. This is a reminder that sometimes the most straightforward concepts can be the most impactful.

Youth, TikTok, and News: A Creative Blend

TikTok has become the go-to source for news among Gen Z, and it's no surprise that the delivery has become more creative. One creator, Mr. Grande, managed to recap the first eight months of 2024 in an energetic and fun style. Check it out here and try to keep up with the rapid-fire delivery! Did AI help write the lyrics? That’s still up for debate.

Final Thoughts - PR Stunts and Winning Attitudes

PR stunts have been alive and well too, with Samsung scoring big by placing their phones in the hands of Olympic winners for Victory Selfie moments. Simple, effective advertising, driving instant sales.?

And, on the topic of winning, Nike made waves with their Winning is Winning ad. It cut through the noise, reminding everyone that athletes are there to win, not just participate.

That’s all for this edition of Creative Malt. Thank you to our special guest Matt Eriksson . If you enjoyed this breakdown of the latest in creativity, innovation, and everything in between, let us know in the comments below! Until next time…