by AI image and text generators have sparked much controversy and many still struggle to see the potential applications. But here we have a campaign that feels exactly like what the technology was made for, and it throws it all in by combining a deepfake image change with a ChatCPT-generated script.
The bold campaign features sharp personifications of Da Vinci’s Mona Lisa, Vermeer’s Girl with a Pearl Earring, a Van Gogh self-portrait and more. The artworks come to life to entice potential travelers to leave the usual tourist traps in favor of… Denmark (see our post on using DALL-E 2 if you’re still wondering how the AI imaging works ).
The tourist association Visit Denmark brought in the advertising agency Brandhouse/Subsero (opens in new tab) to create a campaign that brings to life paintings and statues that are as famous for attracting hordes of tourists as they are as works of art. And using deepfake technology and a script written by ChatGPT, they warn us about the long lines of people queuing to see them.
“Let’s face it, standing in line for hours just to see me isn’t the most exciting way to spend your vacation,” says the Mona Lisa. The campaign continues with the suggestion “Don’t be a tourist – be an Explorist” and proposes Denmark as an alternative to the bucket list tourism trend.
It’s an amusingly different take on a tourism advertisement that draws more attention to the downsides of competing destinations than to the selling points of the advertised destination. It comments on the strange delirium of visiting the same place as everyone else through the eyes of artworks that witness the scenes firsthand every day. The inappropriate accents add to the amusement.
Visit Denmark says the script is 100% ChatGPT with prompts like “Imagine you are Mona Lisa. Write a speech about why people should visit Denmark instead of queuing up to see you.” That might sound remarkable considering the tool is getting out of hand, but the tourism board admits there are some parts had to remove that were too long or “just didn’t fit”.
It’s another early example of a brand using new AI technology for a campaign. But like some of the ones we’ve seen before, the use of AI is evident. The use of technology adds to the sense of eerie inauthenticity surrounding the criticized over-visited destinations, which makes more sense to me than the more serious use of the approach in the recent Coca-Cola Masterpiece ad.
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