Coinciding with the Cannes Lions 2024, o YouTube Ads Marketing used the most advanced artificial intelligence model in Google, Gemini, to analyze more than 8,000 ads running on YouTube in the last six months and determine what made some stand out, better storytelling, authenticity and more. For its selection, Gemini processed sentiments, themes and visual elements from companies around the world, and generated insights into the campaigns.
There are two Brazilians among the highest rated who stand out for their commitment to diversity and inclusion. ‘Mais uma Canetada’, created by Mutato and media house Bornlogic for Maybelline, announces singer Ludmilla as the makeup brand’s global ambassador. The video is an example of how YouTube also shines a light on voices that we don’t always see in the spotlight. The campaign featuring the first Afro-Latina to perform on the main stage at this year’s Coachella is a statement about challenging beauty standards. In just four weeks, the ad already has more than 10 million views.
‘Mundo Nu’, a world of N possibilities #NuAcessível, created by Wieden&Kennedy for Nubank, innovates by bringing a sign language interpreter throughout the production, which celebrates the bank’s ten years and how it transformed the lives of its customers. fintech customers.
“One of the biggest benefits of analyzing vast data with generative AI is allowing us to explore areas of improvement for diversity and inclusion in advertising. Gemini identified patterns of tokenism, or superficial representation and casting efforts that did not represent the diversity of the general population,” comments Anne Marie Nelson-Bogle, vice president of YouTube Ads Marketing.
Other information about the selection made by YouTube Ads Marketing is in official site of the article, signed by Anne Marie Nelson-Bogle.
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