Thursday Stir

By Kyle O'Brien 

-AI isn’t perfect, thank goodness, especially when it comes to translations. Auto brand BMW is so popular in China that AI-powered translation software got confused, translating certain characters for “precious horse” to “BMW” as a default result. TBWA\Juice Beijing and TBWA\BOLT Shanghai had some by entering Chinese New Year wishes for BMW, resulting in unpredictable yet amusing translations. BMW and TBWA then took the gag further, bringing on production house Filmate and Real Good Studio to jointly create “Translating Joy, a visual interpretation of these translation errors. It was commissioned as part of the social portion of BMW China’s 2023 Chinese New Year campaign. Enjoy the weirdness.

-The formation of what appears to be the first union of advertising agency workers, called Creative Communications Workers, comes as industrial action is sweeping Europe.

-New York Festivals Advertising Awards are now open for entries for the 2023 competition, and the organization has recruited Bianca Guimarães, partner and executive creative director at Mischief as executive jury president to chair the 2023 executive jury panel.

-Michelob’s Super Bowl spot features Serena Williams as the future face of golf, alongside Emmy-winning actor Brian Cox as a relic of its stodgy past in a Caddyshack send-up.

-Wondering how your agency is going to get to net zero for carbon emissions? Let ad-tech firm OpenX show you how it did it.

-Doritos Mexico’s latest installment of its #OrgulloTodoElAño (Pride all year) platform from SlapGlobal peeks into a private conversation and celebrates small gestures.

-With a second successive record year, Publicis Groupe chairman and chief executive officer Arthur Sadoun revealed that the company will continue hiring.

-Small and mid-sized agencies are beginning to use generative AI to produce more creative work faster and with fewer hiccups.