'Driven by Intuition' is the name of a new 60-second Lexus ad Oscar-winner Kevin Macdonald—and entirely scripted by artificial intelligence.
The ad for the Lexus ES executive saloon opens with an engineer looking at his creation and shedding a tear as the car leaves the safety of the enclosed space to venture out into the world. Thunder and lightning crackle in the sky and the scene switches to a crash test that's being broadcast on live TV. Suspense builds as the engineer watches the car's automatic emergency braking system kick in just in time.
The storyline and script for the short ad were created with IBM Watson's suite of AI tools and applications, informed by 15 years of award-winning luxury adverts and what impacts viewers to make emotional connections.