The World’s First AI Generated TV ad for Adamed’s Maxon Forte

Delivering an AI-generated TV commercial faster, cheaper and with a smaller carbon footprint than traditional TV ad production.

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About Client

Adamed Pharma

Adamed Pharma is a Polish family-owned pharmaceutical and biotechnology company manufacturing over 500 products offered to patients in over 70 countries around the world. The company employs almost 2700 people. For more than 20 years the company has been carrying out innovative R&D work, for which it has allocated PLN 2.1 billion. Adamed has been working with leading universities and scientific institutes domestically and abroad. The company’s intellectual property is protected by over 200 patents in most countries of the world.

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Challenge

Producing AI commercial in predictable way

In the search of innovation Adamed start to collaborate with Mimo.ooo, a creative tech company to deliver a pioneering solution - the first, fully AI-generated TV ad. The agency had to overcome several challenges.

Ensuring AI consistency
Diffusion models produce random results, whereas TV production demands consistency in shots, including scenery, characters or even costumes.

TransferringAI copyrights
Television commercials are protected by copyright, so in case of AI production the agency had to involve top law firms to set regulations and guidelines.

Meeting pharma restrictions
The script had to be designed to meet the stringent requirements for airing a potency drug advertisement before night airing time.

Crafting Max"a seduction coach" character

Given the regulatory constraints in supplement advertising, where portrayals of doctors or pharmacists are prohibited, a novel approach was required. The solution was Max, a character modeled after seduction coaches popular on Instagram. Max embodies charisma and expert knowledge. Regarding erection issues, he advises men to shift their focus from personal anxieties, to paying attention to their partners. Maxon is positioned as the key to enabling this mindset change.

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Speed, Cost Efficiency, and Creative Flexibility

This innovative approach to advertising has not only set a precedent in the industry but has also brought forth a suite of tangible benefits for Adamed Pharma.

50% Cost reduction
The AI-driven production process proved to be more cost-effective than traditional methods without compromising quality.

Faster production timeline
In the fast-paced world of pharmaceutical ads, where timing can be critical, the agility provided Adamed is a competitive edge.

Creative Flexibility
Thanks to AI technology, Adamed could explore a variety of scenarios, characters, and shots, all within the budget.

Predictability and Consistency
Despite the pioneering use of AI, the final product was not only innovative but also aligned with brand and marketing objectives.