BodyArmor’s Super Bowl ad uses AI surrealism against artificial ingredients


BodyArmor, a sports drink brand owned by Coca-Cola, is using AI-generated imagery in its regional Super Bowl ad campaign called “Field of Fake.” The spot features AI-generated sports highlights with surreal imagery and a robotic voice. BodyArmor aims to differentiate itself from the competition by emphasizing that it contains no artificial sweeteners, flavors, or colors. The AI-generated content is used in this analogy as a negative contrast to the real footage, making it more about cultural commentary than the use of generative AI for ad production. The 30-second spot will air during the Super Bowl in 20 U.S. markets and Canada, as well as a Spanish-language version during Univision’s coverage of the event.

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Online journalist Matthias is the co-founder and publisher of THE DECODER. He believes that artificial intelligence will fundamentally change the relationship between humans and computers.

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