Annals of Marketing – Honda Prologue AI Dream Generator

Click to enlarge dreams.

Honda said today it is celebrating the launch of the all-new 2024 Prologue, its first all-electric SUV, by taking families on an “unforgettable” trip powered by AI. The so-called artificial intelligence “Dream Generator” was developed for Honda in collaboration with Amazon Ads Brand Innovation Lab. It is said to create stories by combining user-provided inputs with AI-generated visuals to produce a custom and shareable animated film. Each member of the family is in the figurative driver’s seat as they build a Prologue adventure, say, through jungle terrain inhabited by dinosaurs, above the roads in a magic cloud world, through a microscopic garden jungle teeming with bugs or to outer space.

“The launch of the all-new, all-electric Honda Prologue is a pivotal moment for the brand, and we wanted our customers to enjoy an innovative and engaging campaign befitting Honda’s first zero-emissions SUV,” said Phil Hruska, Senior Manager, Honda Marketing.

The “create-your-own-adventure” style experience is produced using AI-generated animation developed by 1stAveMachine (sic) using traditional hand-drawn animation cels (sic – a Disney cartoon method using hand drawings on clear celluloid film placed over painted backgrounds). Characters were first illustrated by hand, then, using generative AI, developers guided the creation of a faithful animation within the video’s 3D environments. The result is more than 190 story variations, made possible by fusing the work of illustrators, animation artists, 3D artists, film directors and AI developers.

“The Honda Dream Generator launch exemplifies creative collaboration, producing an innovative AI-driven experience for customers, said Kate McCagg, Director of Amazon Ads Brand Innovation Lab. “Honda’s willingness to roll up their sleeves with us on such a cutting-edge creative journey is nothing short of incredible and we’re so excited for customers to experience it.”

The Honda Dream Generator creates stories on an Amazon customer’s desired device, whether watching Fire TV, scrolling their mobile phone or shopping Amazon on a desktop computer.

To experience the Honda Dream Generator, customers can tap into the experience through banners on Amazon. The program also has an Amazon.com homepage takeover on 15 March 2024, timed to the launch of the Dream Generator experience. The Honda Dream Generator will expand to more Amazon devices in the future, including voice-activation with Amazon Alexa through a custom branded experience on Echo Show devices.

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