In partnership with
Ambassador Cruise Line's 'Welcoming Moments' has run on UK TV since September 16. London agency Purple Creative made it with production agency Wonderhatch, as one idea that flexes across UK and French markets.
Nobody filmed on board, because a shoot would have disrupted guests and crew on ships sailing near capacity. AI and CGI reworked the brand's existing image library into swappable destination, ship and experience sequences, so versions can be cut by market and itinerary.
Where AI sat: Rather than undertaking a large-scale shoot on board each of Ambassador's three ships ... the new creative used AI and CGI to enhance Ambassador's existing image library. — LBB
On the record:
That's what we wanted this campaign to capture – something that feels unmistakably Ambassador while giving us the flexibility to tell different stories as the business continues to grow
Today in Creative AI
Luma launched Variants last Thursday for brand and agency teams. Upload one approved static ad, choose any of five placements, from 9:16 to 16:9, plus the languages you need, and it builds every combination with logo, headline and CTA intact.
You preview each version and regenerate the ones that come out wrong. This first release covers static ads only, so the TV spot still goes through an editor.
Today’s Sponsor:
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
The Read
Both stories start where the hero ends. Purple and Wonderhatch built a modular system from footage Ambassador already had, and Luma sells the resizing and translating that follows sign-off.
The part to be straight about is the people. Purple's Gwyn Edwards says the team "went to huge lengths to ensure all the featured guests had a backstory," which suggests at least some of the guests on screen are AI-made.
For brands: Decide this month whether your ads disclose people who don't exist, and put the rule in the brief.
For agencies: Quote the modular system as its own line. A campaign built to keep producing market cuts is a retainer, so price it like one.
Tool Review → ElevenLabs
AI voice: text to speech, cloning and dubbing, with the new v4 model covering 90-plus languages. Free gives 10,000 credits a month, Starter at $6 a month adds the commercial license and instant cloning, and Creator at $22 adds professional cloning.
ElevenLabs says v4 keeps one voice across languages, so a French cut needn't mean a second session. The honest limit is consent: the tools are there, and the permission is yours to get.
Worth it if you version spots across markets. Skip it if the voice is the casting decision on a hero film.
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