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The Mirai is Toyota’s car of the future. It runs on hydrogen fuel cells, gets 312 miles on a full tank and only emits water vapor. So, to target tech and science enthusiasts, the brand is running thousands of ads with messaging crafted based on their interests.
The catch? The campaign was written by IBM’s supercomputer, Watson. After spending two to three months training the AI to piece together coherent sentences and phrases, Saatchi LA began rolling out a campaign last week on Facebook called “Thousands of Ways to Say Yes” that pitches the car through short video clips.