For the first time ever, an advertisement was directed from a script written by an artificial intelligence (AI) system.
The minute-long advertisement for the Lexus ES executive sedan was directed by filmmaker Kevin MacDonald, from a script written by IBM's Watson AI system, reported Variety.
The ad was aired ahead of the car's launch in the European market.
Several agencies chosen for the ad collaborated with the IBM Watson team in order to let the AI system analyse 15 years of footage involving brand campaigns for a car launch.
From the gathered data, the Watson AI system learned parameters to make a good commercial.
The system wrote the script and outline from which the agencies built the story for the advertisement. The ad tells the story of a master craftsman of the Lexus organisation who launches the car to be crash tested.
In the crash test scene, the automatic emergency braking system of the car kicks in to save the car from getting disfigured. The idea of displaying the car's braking system in the ad was added in by the Watson system, at the time of formulating the script.
Oscar-winning director MacDonald in a statement said that the script was melodramatic enough for a good story.
"The fact the AI gave a fellow machine sentience, placed it in a sort of combat situation and then had it escaping into the sunset, was such an emotional response from what is essentially a digital platform," the director added in a statement, according to Variety.
The campaign to launch the Lexus ES will span across digital, social and cinema channels across the European continent.