Matter of Fact: Balancing silicon with soul

Campaign ME

17-07-2025

In the rush to embrace artificial intelligence (AI), some brands confuse technology with creativity, substituting machine mechanics for human insight. These approaches leave brands with shiny, shareable campaigns that fail to make a lasting impression. If AI drives the idea, originality drowns in sameness. Consider Coca-Cola's 2024 AI-generated holiday advert, a remake of its iconic 'Holidays Are Coming' commercial. Despite its glossy animation, audiences and critics labelled it a 'creepy, dystopian nightmare', describing it as cold, uncanny and devoid of festive warmth. The backlash wasn't about technology; it centred on tone.
The advert had the data and mechanics to be successful, but lacked the heart behind its message. AI can amplify and enhance creativity, but it should not be viewed as the replacement. Artificial prompts and visuals can assist the process, yet the emotional core still requires a creative mind. The best campaigns won't be the most automated; instead, they will strike a balance between mechanical and human input to bring more profound ideas to life.
Matter of Fact: The game changer, the viral hit, and the misstep
A closer look at three moments that defined the month in marketing and media: one innovation shaping the future, one campaign that struck the right chord, and one that failed to land as intended. From breakthrough tech to viral traction and brand misfires, this Matter of Fact section unpacks what stood out – for better or for worse.
1/3 GAME CHANGER: A 'VEO' vision
Google's VEO 3, revealed at I/O 25, can generate videos with synced dialogue, sound effects and ambient audio using only text prompts. While creators praised its realism, others voiced concern over deepfake risks and the potential disruption to traditional video workflows. As excitement builds, so does the debate over balancing innovation with responsibility.
THE GAME CHANGER
Google's VEO 3, revealed at I/O 25, can generate videos with synced dialogue, sound effects and ambient audio using only text prompts. While creators praised its realism, others voiced concern over deepfake risks and the potential disruption to traditional video workflows. As excitement builds, so does the debate over balancing innovation with responsibility.
BREAKING THE NET
Labubu, the offbeat plush collectible, has become the latest viral sensation. Recent weeks have seen social media flooded with videos of fans vying for the blind-box toy due to its rarity and mystery model, fuelling repeat purchases and viral momentum. Sensing an opportunity, brands such as Deliveroo have entered the conversation, hosting exclusive drops to tap into the plush-driven cultural wave.
#NOT
Australian fashion e-retailer Peppermayo came under fire for prioritising influencer trips and sponsorships while customer complaints over unfulfilled orders‭, ‬delayed refunds and limited communication mounted‭. ‬The contrast drew criticism‭, ‬with many accusing the brand of favouring image over customer experience‭. ‬A response followed‭, ‬alongside a month of free express shipping‭, ‬but reputational recovery may require more than a marketing fix‭.‬
By Tariq Al Sharabi, Managing Director of Cicero & Bernay Communication Partner.