Few are the ads that manage to get my attention while I watch content already broadcast on pay television and skip the ads with their button to advance the broadcast. However, a Renault advertisement captured my attention with a frame and I had to go back to locate it. Was it Lil Miquela, the virtual fashion influencer who was driving that car?Actually, although its name was slightly confusing at first, it is not. The protagonist of the ad is called Liv, “our virtual ambassador” put in the description of the video from Renault on YouTube. “When everyone tries to live in the virtual world, I do it in the real world,” says Liv as she gazes at the scenery where her Renault Kadjar has taken her. “You should try it,” he recommends.Does the ad’s message make sense? And are we going to accept the message of a “virtual ambassador” to guide our purchasing decisions? The truth is that Renault is not the only brand that has a character ‘of the future’ in its advertising. Yes, it is true that bleaches have been using the resource for years to sell that they have a bomb-proof cleaning and more advanced than that of the competition, but now robots and futuristic characters have sneaked into more spaces and in more types of brands.
Cabreiroá, the water brand, has signed Sofía, “the first citizen robot”, as pointed out by the Paraguay Phone Number List headlines of some media that have addressed the launch, to star in its campaign.Sofía is, yes, slightly disturbing (it is not difficult to find comments on Twitter that indicate that Sofía, directly, is scary). Cabreiroá sells in his campaign that his water is 100% natural. His clever robot confirms it. Of course, they are not the only ads with robots. A few months ago, a rice brand had also put a robot to learn how to make paellas thanks to a retiree.Although robots have been present in advertisements for years and decades, because they have been part of our popular culture for a long time, one of those incorporations that science fiction literature and cinema have installed in our collective imagination, advertising has been giving them greater visibility in recent times.
The robot as a mark of the times Traditionally, robots were associated with a certain futuristic reality and a certain avant-garde condition. They continue to do so, especially now that we assume that all the cutting edge in the latest technology is “the hottest.”Companies want to position themselves as pioneers and digital innovators and robots are simply a ‘mainstream’ brand, known around the world, to achieve this. Added to this is the fact that artificial intelligence has become a prominent element, something that has already jumped from the specialized and technological press to the general press and that brands are beginning to want to use as a differentiating element to show that they are modern.
The trend was already seen in the Super BowlAnd, of course, the trend could be seen already in the last Super Bowl ad break. The Super Bowl is the leading sports and advertising event in the US market and serves as a showcase for the ad trends that will dominate the agenda in the coming months.They do it not only in the US but also in the rest of the world: the themes that dominate the announcements of the game break will later on in the announcements that we will see everywhere. And, in the last hiatus, the robots were dominant actors. Many brands put them to star in their ads or put them in them. As they concluded in AdWeek , there was no doubt: robots were trending.