Lotte's New Year Advertisement Filled with Hope Created by 'Generative AI'

Daehong Communications Unveils Advertising Video Using Generative AI
AI Utilized in Entire Advertising Production Process Including Video, Background Music, Images, and Copy

Daehong Planning announced on the 17th that it released a New Year's advertisement video utilizing generative artificial intelligence (AI) through Lotte's official YouTube channel operated by Lotte Holdings.

Daehong Planning explained that this is the first time in Korea that an AI Film was produced by using AI throughout the entire production process of a video advertisement. In the past, there were cases where images created by generative AI were used as sources for video advertisements.

Lotte New Year's advertisement video capture. [Image provided by Daehong Communications]

This New Year's advertisement is 30 seconds long and was planned with the theme of 'New Year's Hope.' The video sequentially shows the backs of various people watching the sunrise filled with hope for the Gapjin year, followed by the copy "2024, Your Sun is New and Wonderful." The video concludes with a scene of the sun rising over Lotte World Tower.

In this video, generative AI was utilized in various areas such as text generation for copy and slogans, image generation including photos and illustrations, video generation for 2 to 4 seconds of moving images, and music generation with a hopeful atmosphere used as the background of the advertisement.

The Daehong Planning AI Studio that produced this advertisement video is a specialized AI content production department newly established in November last year. It is a studio that creates video content without separate filming by using generative AI for all necessary elements of content, from text to images, videos, music, and narration.

Kim Sujin, Executive Director of Daehong Planning in charge of the AI Studio, stated, "An era of AI transformation following digital transformation is approaching across the entire advertising marketing field," and added, "We will actively utilize AI technology with infinite possibilities to continuously present new and wonderful creative works and content."