{"id":2449,"date":"2026-09-06T09:57:23","date_gmt":"2026-09-06T07:57:23","guid":{"rendered":"https:\/\/segati.biz\/a-campaign-that-no-one-criticizes-and-no-one-remembers\/"},"modified":"2026-09-06T11:36:40","modified_gmt":"2026-09-06T09:36:40","slug":"a-campaign-that-no-one-criticizes-and-no-one-remembers","status":"publish","type":"post","link":"https:\/\/segati.biz\/en\/a-campaign-that-no-one-criticizes-and-no-one-remembers\/","title":{"rendered":"A Campaign That No One Criticizes and No One Remembers"},"content":{"rendered":"<p style=\"font-weight: 400;\">An Ipsos \u00d7 Newhouse School (Syracuse) study, reported by Harvard Business Review on September 3, compared 20 video spots: 10 real brand films \u2014 Cheerios, Chewy, Fiat, Febreze, Herbal Essences \u2014 and 10 machine-generated replicas, a brief reconstructed by Gemini, images generated by Sora 2. 3,000 American consumers rated them.<\/p>\n<p style=\"font-weight: 400;\">No one saw the difference. Only 25% identified the replicas. 40% were unable to decide. But the original films sell 14% more in the short term and build 17% more brand equity. Invisible to the naked eye, visible in the numbers.<\/p>\n<p style=\"font-weight: 400;\">One gap explains the rest: 49% of the original films rely on storytelling, versus 30% of the replicas. With the same brief, automated production drifted toward product demonstration and a sequence of beautiful shots. It lost the narrative along the way. So it isn&#8217;t a technology problem, but a matter of direction.<\/p>\n<p style=\"font-weight: 400;\">Entrusting your budget to tool experts simply because they\u2019re cheaper is the best way to throw it out the window. You don\u2019t buy competitiveness; you buy blandness. Campaigns that are clean, compliant, validated in a committee&#8230; and perfectly invisible. It\u2019s more serious than a failed campaign. A failed campaign, you can see. This one passes all the filters and yields nothing.<\/p>\n<p style=\"font-weight: 400;\">The real question has never been \u201chuman or machine.\u201d It has always been: <strong>who designs?<\/strong><\/p>\n<p style=\"font-weight: 400;\">Humans design. The machine executes.<\/p>\n<p style=\"font-weight: 400;\">That is where the best of both worlds lies. An idea held by someone who knows what they\u2019re telling, and a power of execution that multiplies it: faster, farther, at a cost that becomes sustainable again. Technology does not replace creativity. It finally makes it affordable. Provided there is one at the start.<\/p>\n<p style=\"font-weight: 400;\"><em>Source: Adam Peruta, \u201cResearch: AI-Generated Ads Perform Worse Than Human-Made Ones \u2014 Even When Customers Can\u2019t Tell Them Apart\u201d, Harvard Business Review, September 3, 2026 \u2014 Ipsos Creative|Spark study.<\/em><\/p>\n<p style=\"font-weight: 400;\">#AdvertisingEffectiveness #Storytelling #Creativity #BrandStrategy #MarketingROI #CreativeDirection #AI<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An Ipsos \u00d7 Newhouse School (Syracuse) study, reported by Harvard Business Review on September 3, compared 20 video spots: 10 real brand films \u2014&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-2449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - 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