Creativity

In Case of an A.I. Armageddon, Make Sure This Doesn't Happen

Blockbuster Ads From Goodby Silverstein & Partners and Martin de Thurah Illustrate the Fallout of Staying in and Glories of Going Out

By Ann-Christine Diaz. Published on Apr 25, 2017

Editor's Pick

Upon first view, it's nearly impossible to guess where these new ads from Goodby, Silverstein & Partners are going. Directed by Epoch's Martin de Thurah (who just nabbed Ad Age's first Creativity Awards honor for Director of the Year), the artfully crafted spots tell ambitious tales -- one about humanity on the verge of brutal extinction at the hands of artificial intelligence, and another, a young love story that moves into weird, wild places.

What ties the stories together turns out to be, of all things, discount ticket seller StubHub. Together, the pair of ads demonstrate what could happen if you don't go out, and what could if you do.

The first commercial, "Machines," points out the extreme regret that one might feel for not seeing their favorite singer (in this case, Sia) live before doomsday, while the second, "Festival," imagines the glorious possibilities that could arise from a chance meeting at a, presumably, StubHub-ticketed event.

Along with De Thurah's direction, other standout aspects of the spots' production include original music from Academy Award-nominated composer Johan Johannson ("Arrival," "Sicario," "Theory of Everything").

The ads are part of an integrated campaign that debuted digitally and continue the brand's "Your Ticket Out Campaign" introduced in 2016.

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Credits

Date
Apr 25, 2017
Agency:
Goodby Silverstein & Partners
Client:
StubHub
Director:
Martin de Thurah
Production Company:
Epoch Films

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