{"id":12068,"date":"2024-06-27T11:00:16","date_gmt":"2024-06-27T16:00:16","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=12068"},"modified":"2024-06-27T14:05:43","modified_gmt":"2024-06-27T19:05:43","slug":"toysrus-celebra-su-renacer-en-ee-uu-con-un-spot-generado-casi-integramente-con-sora","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/toysrus-celebra-su-renacer-en-ee-uu-con-un-spot-generado-casi-integramente-con-sora\/","title":{"rendered":""},"content":{"rendered":"<h1><strong>Toys&#8217;R&#8217;Us celebra su renacer en EE.UU. con un spot generado casi \u00edntegramente con Sora<\/strong><\/h1>\n<p>La emblem\u00e1tica cadena de tiendas de juguetes\u00a0Toys\u2019R\u2019Us, que en 2017 se declar\u00f3 en bancarrota en su Estados Unidos natal, regresa poco a poco al pa\u00eds que la vio nacer hace 76 a\u00f1os.\u00a0<strong>La marca ha decidido celebrar su renacer en su patria chica con un emotivo spot que ha sido generado casi \u00edntegramente con inteligencia artificial (IA) generativa.<\/strong><\/p>\n<p>Fundada en 1948 por Charles Lazarus en Nueva Jersey (Estados Unidos),\u00a0<strong>la cadena lleg\u00f3 a tener aproximadamente 1.500 tiendas diseminadas por todo el mundo<\/strong>\u00a0antes de que, como consecuencia de su insolvencia, se viera obligada a clausurar todos sus puntos de venta en Estados Unidos, Reino Unido y Australia en 2017.<\/p>\n<p>En Espa\u00f1a Toys\u2019R\u2019Us pudo seguir operando gracias a la venta de sus activos a la empresa de capital portugu\u00e9s Green Swan en 2018. Sin embargo<strong>, allende los mares la resurrecci\u00f3n de la ic\u00f3nica marca ha sido mucho m\u00e1s lenta<\/strong>. Desde 2019 la cadena ha vuelto abrir puntos de venta en Estados Unidos, que est\u00e1n ubicados principalmente en la cadena de grandes almacenes Macy\u2019s. Y su tienda online vuelve igualmente a estar operativa en el pa\u00eds norteamericano.<\/p>\n<p>La marca est\u00e1 celebrando ahora su renacer en Estados Unidos con un emotivo spot que vio la luz el pasado 21 de junio en la web y en los canales en las redes sociales de Toys\u2019R\u2019Us. Y<strong>\u00a0lo que hace tan especial ese anuncio, de 66 segundos de duraci\u00f3n, es que ha sido alumbrado con la ayuda de\u00a0Sora, una herramienta de OpenAI capaz de generar videos hiperrealistas a partir de \u00abprompts\u00bb de texto.\u00a0<\/strong>No obstante, en la creaci\u00f3n del anuncio trabajaron tambi\u00e9n personas de carne y hueso, si bien entre el 80% y el 85% del trabajo lo asumi\u00f3 Sora.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\"><\/div>\n<\/figure>\n<p><iframe loading=\"lazy\" title=\"Toys R Us + OpenAi Sora | AI Commercial\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ah4kzfuc3wo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Es la primera vez que la longeva marca se apoya en la IA para crear una campa\u00f1a de publicidad.\u00a0<strong>El nuevo spot de Toys\u2019R\u2019Us lleva la r\u00fabrica de la agencia radicada en California Native Foreign y del director Nik Kleverov.<\/strong><\/p>\n<p><strong>Pre\u00f1ado de nostalgia, el spot viaja atr\u00e1s en el tiempo para colocar bajo los focos una tienda de bicicletas de los a\u00f1os 30.<\/strong>\u00a0All\u00ed el hijo del due\u00f1o, Charles Lazarus, por aquel entonces todav\u00eda un ni\u00f1o, sue\u00f1a con un lugar m\u00e1gico que cambiar\u00e1 las tiendas de juguetes para siempre. A su vera el peque\u00f1o Charles Lazarus tiene una jirafa que terminar\u00eda convirti\u00e9ndose m\u00e1s tarde en la mascota de Toys\u2019R\u2019Us.<\/p>\n<p><strong>El spot amalgama im\u00e1genes pr\u00f3digas en realismo<\/strong>\u00a0(aunque no suficientemente convincentes como para no colegir que detr\u00e1s de ellas est\u00e1 la\u00a0IA)\u00a0<strong>con secuencias de fantas\u00eda que exploran la magia en la que hunde sus ra\u00edces la marca.<\/strong><\/p>\n<p>\u00ab<strong>Del mismo modo que crear con Sora dio rienda suelta a mi creatividad infantil, contar la historia de la jirafa Geoffrey de Toys\u2019R\u2019Us me transport\u00f3 directamente a mi ni\u00f1ez y me llen\u00f3 de nostalgia.<\/strong>\u00a0Ser testigo de los m\u00faltiples matices que involucra la integraci\u00f3n de la IA en el proceso creativo fue algo realmente incre\u00edble\u00bb, asevera Nik Kleverov.<\/p>\n<p>\u00ab<strong>Estamos encantados de haber trabajado codo con codo con Native Foreign para desafiar los l\u00edmites de Sora<\/strong>, una revolucionaria tecnolog\u00eda de OpenAI que est\u00e1 acaparando titulares en todo el mundo. La emoci\u00f3n que supone haber recreado al joven Charles Lazarus, el fundador de Toys\u2019R\u2019Us y de haber imaginado los sue\u00f1os de los que posteriormente brotar\u00eda la mascota de la marca ha sido realmente insuperable\u00bb, recalca la marca juguetera.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/toysrus-celebra-renacer-ee-uu-spot-generado-sora<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toys&#8217;R&#8217;Us celebra su renacer en EE.UU. con un spot generado casi \u00edntegramente con Sora La emblem\u00e1tica cadena de tiendas de juguetes\u00a0Toys\u2019R\u2019Us, que en 2017 se declar\u00f3 en bancarrota en su Estados Unidos natal, regresa poco a poco al pa\u00eds que la vio nacer hace 76 a\u00f1os.\u00a0La marca ha decidido celebrar su renacer en su patria [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":12069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>| Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/toysrus-celebra-su-renacer-en-ee-uu-con-un-spot-generado-casi-integramente-con-sora\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"| Marketing 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